Home / Arts and Entertainment / South India's Content Boom Fuels Netflix Growth
South India's Content Boom Fuels Netflix Growth
1 Dec
Summary
- South Indian content viewership on Netflix increased by 50% year-on-year.
- Tamil and Telugu content drives significant watch time and subscriber acquisition.
- Netflix is expanding its original programming in South India with diverse genres.
Netflix is experiencing a dramatic creative shift with the ascendance of South Indian storytelling, according to its VP of Content, Monika Shergill. The region has become a core focus due to its abundant talent, compelling narratives, and escalating audience appetite, evidenced by a 50% year-on-year increase in viewership for South Indian content.
This surge was amplified during the pandemic, as enhanced dubbing and subtitling allowed stories from South India to reach a pan-Indian and global audience for the first time. Netflix has consequently accelerated investment, with many top Tamil and Telugu box-office hits now premiering on the platform. South Indian titles are also increasingly appearing in Netflix's global Top 10 non-English lists.
The streaming giant is further expanding its original programming in the South with an ambitious slate. Tamil and Telugu languages remain strong engines for watch time and subscriber acquisition, while Malayalam and Kannada content also show promising growth. Netflix attributes this success to audience-driven exploration, convenience, and competitive pricing strategies, including UPI integration.
