OTT Platforms Support More than 50% of its Content in Regional Languages

According to the most recent Ficci and EY media and entertainment sector analysis, as regional OTT platforms grow and reach scale on the basis of dubbing and subtitling, the percentage of vernacular material will rise to 55% of all content created in the mid to long term. Experts in the field estimate that roughly 30% of material is currently in vernacular.

While the emphasis on creating varied content continues, this might also result in higher expenditures for the development of regional material, even if a number of streaming services have not yet placed a significant wager on original non-Hindi shows. Currently, fewer than 30% of OTT funds go toward regional programming; this percentage may rise to 40% to 50%. Currently, a regional original might cost up to ₹20 crore.

Earlier this month, more than 200 television series and films with Tamil and Telugu dubbings were made available on Amazon miniTV, the company's free video streaming service. 

The lineup of dubbed films includes Hollywood films dubbed in Tamil and Telugu, such as Twilight, Now You See Me, Hunger Games series, the Step Up trilogy, Red, and more, in addition to Hindi originals from miniTV including Hunter— Tootega Nahi Todega, Physics Wallah, and Rakshak— India's Braves. Additionally, the site will provide its users Mandarin, Turkish, Korean, and episodes dubbed in Tamil and Telugu. 

The move, according to Amazon miniTV's director and business head Aruna Daryanani reflects the company's dedication to cater to the preferences of its regional audiences." "We're excited to form partnerships and collaborate with new advertisers as a result of this endeavor, Daryanani had continued.