All Is Well For Hindi Content As It Continues To Dominate OTT Viewership Despite Regional Push

India is a country of diverse religions, languages and cultures. Hindi is the dominant language of India and it is spoken by about 40% of the population. It has been the dominant language of the content consumption market in India as well.

Regional language content is being more heavily pushed by video streaming platforms in order to get viewers. However, this has not disturbed the preference of Hindi-language viewers as it remains dominant at this time.

Gullak

While many regional films have fallen short of public expectations, notable exceptions include RRR, KGF: Chapter 2, Pushpa, Shareek 2, Bajre Da Sitta, and Jai Bhim. Hindi is still the most popular Indian language out there, commanding 50% of all viewership. Other languages are followed by it at 35% and international content at 15%.

Jai Bhim/Twitter

It is predicted that the industry will introduce many new categories as it grows, but most content will be in Hindi language because its volume is so much bigger.

Hindi content can now be seen by a wider audience thanks to dubbing and subtitles. Dubbing enables the consumption of cross-language content. It has been important in the past and will continue to be important in the future. The use of dubbing is now not only limited to films, it also includes series, documentaries and even commercials.

Manoj Bajpayee

Overall, the proportion of regional languages on OTT networks is lower than in original online content in Hindi at the moment. It is a huge possibility that it will get overshadowed by regional content as many huge OTT giants are trying to attract local audiences.

Like, SonyLiv, by offering content in the regional tongue, they are attempting to attract local audiences. Since it continues to grow in smaller cities, towns and regional markets to garner subscribers, the platform plans to release Tamil original series along with Malayalam and Telugu productions in the upcoming months.

(To read more such stories related to movies and shows released on OTTs, keep reading Indiatimes BINGE)