Over 50% of India's paid OTT subscriptions now come from regional languages (excluding Hindi), according to ZEE5 executives.
South Indian, Marathi, and Bengali viewers are leading the way, showing that language-first, locally rooted content is what people want to stream.
Why does this matter?
Regional shows and movies—especially in Tamil, Telugu, Kannada, and Malayalam—make up nearly half of ZEE5's total watch time.
Affordable language packs (₹99/month) are behind most new sign-ups and keep subscribers coming back.
ZEE5 has even set up dedicated teams for each region to better reflect local culture in their content.
What's trending on OTT right now?
Films bring in more than half of new users on these platforms.
There's a clear shift toward original dramas that feel authentic to local audiences.
Horror based on regional myths—not just big stars—is also catching on fast in Malayalam and Telugu markets.