OTT players bet big on regional language by creating original contentIdentifying markets that are underserved by digital and have strong local content, SonyLIV created shows in Gujarati and Marathi, which will be followed by Bengali and the southern languages. Similarly, the focus for ALTBalaji is content in Indian languages, besides Hindi, which will enable it to grow its viewership. Gopa Kumar, VP, Isobar India affirms that regional content on OTT in the years to come will command close to 30% of overall share and will keep on increasing as more and more consumers join the fold. “With the urban market saturating, rural India will have huge untapped audiences which these OTT players will look for in the next round of growth,” says Kumar.
First published on Financial Express.