We are all for the inclusion of diversity in mainstream OTT apps. The reason? It exposes our fellow citizens to cultures they are not familiar with, and they grow up becoming more accepting of the differences and similarities we share.
South Indian OTT apps like Aha, Sun NXT, Manorama Max, NammaFlix, etc., are active in their respective regional territories. For instance, Aha is a massive deal in Andhra Pradesh, Telangana, and, to some extent, Tamil Nadu too. However, it doesn’t have a great market in states like Maharashtra or Himachal Pradesh.
The idea here is that these OTT apps are very rooted in one particular region.
Now, where do all the big-budget South Indian films stream?
Either on Netflix or Prime Video. Sometimes, they choose Hotstar or SonyLIV too.
The big question arises: what’s the identity of these OTT apps, whose whole focus is dedicated to, let’s say, one language-based market?
The thing is, these OTT apps are successful in grabbing only small-scale films, as most of the big movies are purchased by the big players. They don’t even have the resources to manage producing originals that would be worthy enough to bring them any good and long-lasting buzz.
There is a severe challenge in front of these small OTT platforms, which are very vulnerable to fading into irrelevance.
It’s time they do something
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