Exploring the Rise of Regional Content on OTT Platforms in India

The emergence of Over-The-Top (OTT) platforms has revolutionised the way people access content. This new digital ecosystem has enabled the rise of regional content, which has been gaining popularity among viewers and has enabled viewers to access content in their native language, which has improved engagement within the platforms. The study aims to analyse the regional content availability on OTT platforms and its impact on consumers. It examines the differences in regional content offered by different platforms and the factors influencing these differences. Moreover, the study addresses the implications of such differences on user engagement, what drives users to stream regional content, and satisfaction with OTT services. The study was conducted on 225 youths between the age of 15-29 years using OTT platforms. The findings of this research provide valuable insight for OTT providers in their efforts to better engage their users and capitalise on the potential of regional content.