JioHotstar Invests Heavily in South Indian Content After Viewership Surge
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JioHotstar is significantly increasing its focus on South India, investing Rs 4,000 crore over five years to commission 25 new regional titles after a merger.
JioHotstar is making a major push into the South Indian market, fueled by strong growth following the merger of Disney+ Hotstar and JioCinema. The streaming platform is investing Rs 4,000 crore over the next five years to commission 25 new original titles in Tamil, Telugu, and Malayalam.
The company is focusing on building consistent viewing habits through long-running episodic shows and increasing its reality content offerings. According to JioStar executives, this strategy follows significant growth in the South Indian market over the past ten months.
Sushant Sreeram, Head of SVOD and Chief Marketing Officer at JioStar, and Krishnan Kutty, Head of Entertainment South, told ET that the platform's success in the region has validated their long-term investment in regional storytelling and formats designed to encourage habitual viewing. Kutty noted a 70% increase in reach and a 170% surge in watch time in South India.
The new slate of content will feature series from prominent creators across the Tamil, Telugu, and Malayalam film industries. JioStar is planning multiple projects with established filmmakers.
