South Indian Films Dominate OTT Acquisitions, Outpacing Hindi Titles
South Indian Films Account For 60% Of OTT Acquisitions As Platforms Prefer Them Over Hindi Titles: Report

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In 2025, South Indian films accounted for nearly 60% of OTT acquisitions in India, reflecting changing viewer preferences. Major platforms like Netflix, JioHotstar, and ZEE5 are increasingly favoring Tamil, Telugu, Malayalam, and Kannada content due to higher engagement and completion rates compared to Hindi films.
- 01Streaming platforms acquired 125 films with over one million admissions, with 74 being South Indian titles.
- 02Netflix leads with 34% of South Indian film acquisitions, followed by JioHotstar (19%), ZEE5 (18%), and Prime Video (17%).
- 03Only 35 Hindi films were acquired during the same period, with Netflix securing 57% of those.
- 04South Indian films are praised for their strong emotional themes and storytelling, appealing to a broader audience beyond regional viewers.
- 05The growth of OTT in non-metro areas is expected to drive future subscriber growth, emphasizing the importance of regional content.
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A recent report by Economic Times reveals that South Indian films are becoming the dominant force in India's OTT landscape, accounting for nearly 60% of acquisitions in 2025. Out of 125 films that surpassed one million admissions in theaters, 74 were South Indian titles, indicating a significant shift in audience preferences towards Tamil, Telugu, Malayalam, and Kannada content. Streaming platforms are attracted to these films not only for their box office success but also for their ability to maintain viewer engagement and high completion rates. Netflix leads the acquisition market with 34% of South Indian titles, while JioHotstar, ZEE5, and Prime Video follow with 19%, 18%, and 17% respectively. In contrast, only 35 Hindi films were acquired, with Netflix capturing 57% of those. Industry experts attribute this trend to the emotional depth and relatable storytelling of South Indian cinema, which resonates with audiences across various states. As OTT consumption expands beyond metro cities, the demand for regional content is expected to grow, further solidifying the role of South Indian films in the streaming sector.
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The dominance of South Indian films on OTT platforms is reshaping content strategies and viewer engagement metrics.
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