OTT India: Hindi is no longer king as regional stories grab the spotlight

Copyright © HT Digital Streams Limit all rights reserved. OTT India: Audiences postpone Hindi Dominance, about the rooted regional languages ​​Lata Jha 3 min read 25 Aug 2025, 01:21 pm Ist the mid-year list of top 50 Originals published by media consulting firm Ormax contains titles such as Tamil Fiction Series Suzhal- Die Vortex Season Two (8.4 million) and million). (X) Summary regional language content now forms more than 50% of the OTT viewer, powered by strong storytelling, cultural connection and growing acceptance among younger audiences moving beyond Hindi domination. India’s OTT audiences are no longer just being in Hindi. Regional Originals – From Tamil -Rillers to Malayalam crime sagas – gradually climbing the cards and drawing millions of viewers. The mid-year list of Top 50 Originals published by media consulting firm Ormax underlines this trend. Some of the most watched titles are Tamil Fiction Series Suzhal-the Vortex season two (8.3 million), office (5.4 million) and heart rate (7 million), Malayals-Fiction series Kerala Crime Files Season Two (6.9 million), Tamil Film Test (6.5 million), and Telugu Fiction Series Devika & Devika & Devika & Devika & Devika & Devika & Devika & Devika & Devika & Devika & Devika & Devika & Devika & Devika & Devika & Devika & million). Moving the audience tastes the entertainment industry experts believe several factors are supplementing this shift. Platforms gradually invest in high-quality local originals, while Gen Z and Millennials-especially after the pandemic, show a growing desire to contact their roots. What is important is that audiences are now willing to embrace good quality content, regardless of the language. ‘There has been a decisive shift in OTT viewing patterns over the past few years, with audiences moving away from a Hindi-dominant diet to a much more diverse mix of languages. Audiences are digging into hyperlocal stories that are in Tamil, Telugu, Bengali, Kannada, Marathi and other languages ​​that reflect their own cultural identity, but are performed with kinematic quality. And younger, digital first viewers navigate several genres and languages ​​seamlessly on a single viewing journey, “a Zee5 spokesman said. On the platform, the growing penetration in tiger twin and tiger three Markets has driven non-Hindi content to almost half of the total viewer, even though the demand for Hindi content himself. Growth, powered by cultural relevance, language and hyper -local storytelling, Devyani Ozarde, Managing Director and Main Media and Entertainment, Accenture in India, agreed. The story since 2023, a clear shift has emerged in India’s OTT consumption patterns, with the audience embracing more and more content in regional languages ​​with Hindi, according to the experts in the entertainment industry. Chandrashekar Mantha, partner, media and entertainment sector, Deloitte India, said. Localization in other languages, along with a strong recommendation engine, we also see promising growth outside Hindi. We see that this trend plays strongly, especially through our Vdesi category, where international content, of Asian performances, is multi-vice in Hindi and various Indian languages. It has a resonation with a view. And weekly involvement as new shows are launched, ”says Amogh Dusad, director and head of Content, Amazon MX Player. Charu Malhotra, co-founder and managing director, Primus Partners, noted that some viewers are simply tired of repetitive Hindi formats. said. Themallbigidea, a digital marketing agency, added. -Taal platform, explained: This shift is powered by two things: one, the rise of captions and double as a standard -viewing habit, and two, the search for authenticity. An important reason for a larger viewer of regional content, as it was previously considered inferior to scale and production value. We did the dive by investing a lot of high quality content, and the results are clearly visible, “said Ujjwal Mahajan, co -founder, Chaupal, a platform. Catch all the industry news, bank news and updates on live currency.