Regional Content: The Ultimate Frontier For Homegrown OTT Platforms To Take On Netflix And Amazon Prime?

Must Read

Elon Musk Added Over $100 Billion To His Net Worth In Just 1 Year, Leaves Jeff Bezos Behind

Jeff Bezos may the world's richest person in the world but it's Elon Musk who has been...

Elon Musk Overtakes Bill Gates And Becomes the 2nd Richest Person in the World

It's been a good week for Elon Musk and his electrical vehicle business Tesla. Earlier this week,...

Free Netflix In India From December: Netflix In A Pursuit Of New Subscribers

A month ago, we reported how Netflix might be brewing something interesting that could lead to a free...

‘Content is king’, an overheard phrase in the entire digital space, is precisely what homegrown OTT video streaming platforms are proving to be right with their latest shows as they prepare to take on giants such as Netflix and Amazon.

Recently, Ormax Media’s streaming tracker in collaboration with Film Companion released the list of top five OTT shows dominating October’s last week and guess what we found?

Besides being led by Mirzapur 2 from Amazon Prime at 16.8 million views, it also included SonyLIV’s crime thriller Scam 1992: The Harshad Mehta Story at 6 million views, MX Player’s High which has 2.3 million views and Ashram which raked in 2.2 million views.


The list is an obvious hint at the fact that homegrown video streaming platforms have begun gaining momentum and might have finally cracked the code of how to come up with binge-worthy and quality content that would appease the Indian audiences.

The rising popularity could be attributed to many different advantages these Indian platforms might have over the giants Netflix and Amazon. Having a deeper understanding of what ticks regional content and understanding the mass media popularity in India are some of those factors that global players are yet to understand the importance of. However, according to Karan Bedi, the CEO of MX Player, for them, it has been months of careful strategising over the right mix and number of shows and which audiences to go after.

Also, one needs to note how homegrown platforms such as SonyLIV, MX Player, Zee5, AltBalaji and so on are lazer hyper-focused on creating a content library for the Indian masses only. Thus, over time it can be expected that the shows they produce are going to become more refined as opposed to the biggies wherein they need to cater to everyone.

For instance, Bedi’s MX Player which was named the top streaming app in India for the year 2019 has been an absolute treat for Indian masses who prefer to watch local content over U.S or British tv series or shows. Therefore, they have always raked in a humongous number of Indian viewers in this niche.

Another critical factor that led to consumers opting to watch content on homegrown OTT platforms is pandemic. The lockdown made the rate of content consumption take over the rate at which content was being produced. OTT users in India are spending much more time on content than ever before. Hence, when an average subscriber of Netflix or Amazon Prime found less new additions to their go-to platforms, they chose to explore other OTT platforms in search of newer material.


Deepak Sonpar who is the senior director at MediaCom, believes that the lockdown’s effect coupled with various other equally factors such as cheap data prices and affordable handsets are some of the critical reasons why Indian video streaming platform today might have a fighting chance to take on the bigger giants at the homefront.

Even though competitors such as Netflix and Amazon have deep pockets, a bigger war chest, a goldmine of user data about their content consumption preferences and have also been actively producing Indian content, one can say that ultimately it is the homegrown giants which understand the nuances of regional language and are able to squeeze out more quality in lesser budgets.

Nonetheless, that being said, discoverability is still a huge issue in India. Thus for a piece of content that is as equally good as Sacred Games to be noticed, it needs a lot of marketing and word of mouth, something which having deep pockets do indeed solve.

Therefore, at the end of the day, Indian homegrown OTT platforms still need to find out innovative ways to build awareness around the shows they are offering. What are your views about regional content being proceed by homegrown players versus the same being offered by the likes of Netflix and Amazon? Which one do you hold to a higher standard? Let us know in the comments down below. We will keep you updated with all future developments. Until then, stay tuned.


Please enter your comment!
Please enter your name here

Latest News

Facebook’s Past Comes Back To Bite As South Korea Fines Them For 2018 Scandal

The social media behemoth Facebook Inc. (NASDAQ:FB) has once against proved they are the true arch-nemesis of...

Amazon Future Group Dispute Deepens As Singapore Court Turns Down Future Group Plea

The dispute between Amazon and Future Retail is, apparently, far from over anything soon as the Singapore International Arbitration Centre (SIAC) has...

Google Pay Fee On Instant Transfer: An Indication Of Google’s Aggressive Monetisation Strategy?

Google has decided to levy fee on instant payment, starting from the US market. A few days back, Google...

Twitter Account Verification Is Back, But Has it Lost Its Mojo?

Twitterati queue up! As the Twitter account verification process which is responsible for awarding blue badges prepares to...

Paytm Lawsuit Impact: TRAI Slaps Fine On Jio, Airtel, BSNL And Other Telcom Operators

The emergence of e-wallets brought along with itself a big uprise in notorious phishing scammers who prey on unsuspecting consumers by pretending...

MobiKwik Takes A Dig At Paytm After The Recent App Ban

The ongoing China-India border tension is resulting in more apps getting banned, and every time that happens the Indian startup unicorn Paytm...

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter,...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one...

More Articles Like This