Netflix, the American streaming platform, will premiere on March 17 with the historical action drama Vaathi. Directed by Venky Atluri, the film was shot simultaneously in Tamil and Telugu with the latter titled Sir. It stars Dhanush and Samyuktha in lead roles.
Video streaming platforms will increasingly spend 50-60% of their budgets on content in Southern languages, with programming in these languages receiving significant attention and 30% of current OTT viewership coming from Southern films and series, according to media experts. and entertainment industry. For example, movies like RRR, Beast and Jana Gana Mana were big hits on Netflix last year, while Amazon Prime Video got a lot of attention for its original Tamil Suzhal.
Producers and platform managers say the other advantage is that southern originals are easy to put together and the cost of talent isn’t as high as Hindi. It is estimated that 50% of total subscription growth in 2022 will come from the five southern markets.
Furthermore, RRR has become the most popular movie from India on Netflix worldwide. Within its first four weeks of operation, the film was watched for over 73 million hours worldwide, with over two-thirds of viewers coming from outside India. Vijay starrer Beast was in the weekly Top 10 in 13 countries on Netflix while the Telugu movie Shyam Singha Roy was trending in India Top 10 tier for movies for nine weeks and Global Top 10 tier for movies for two weeks in 11 countries such as Bahrain, Bangladesh, Oman, Qatar, among others.
Experts in the media and entertainment industry said that in addition to major tentpole films, smaller southern titles have also broken out, citing Jaya Jaya Jaya Hey, Love Today and Rorschach as examples.
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