ReutersMalayalam movie 'Kaduva' has started streaming on OTT platform. Action drama, 'Kaduva', starring Prithviraj Sukumaran, Samyuktha Menon and Vivek Oberoi in lead roles, was released on the big screen on July 7 this year. The director of the film is Shaji Kailas, and the movie started streaming on Amazon Prime Video from August 4.
OTT giants such as Netflix and Amazon Prime Video have been featuring regional movies in the recent past. Kaduva is the latest movie to join the list.
Regional movies dubbed in Hindi, English or other languages are gaining a lot of traction in recent times. The reason is simple: movies that have a story that resonates with audiences are much liked by them. Moreover, their availability on streaming platforms allows regional movies to gain a broader audience base.
Last year, OTT platforms saw South Indian movies in four languages, which accounted for 10% of their viewing time. This includes the dubbed versions that show how Indian audiences are lapping up good content despite the language barrier. OTT platform executives reported a state-wise share of regional movie viewership. They stated that Uttar Pradesh, Maharashtra and Delhi NCR accounted for 75% of the viewership of the dubbed versions. On Netflix, the Malayalam movie, "Minnal Murali," ranked in the top 10 non-English movies in the last week of December 2021. The movie had a total of 5.9 million viewing hours.
The biggest regional hits on Amazon Prime Video include Sarpatta Parambarai, Jai Bhim and Soorarai Pottru. Even the movie RRR gained tremendous viewership and was released on Netflix in Spanish, Korean and Portuguese.
The Tamil production Navarasa ranked in the top 10 list on Netflix in different countries like India, Sri Lanka and Malaysia. In fact, in its first week, Navarasa garnered more than 40% of its audience from outside India. Over the last year, South Indian movies like Andhaghaaram, Paava Kadhaigal, Nayattu, Pitta Kathalu, Mandela and Cinema Bandi have all featured in the top 10 list.
Some reasons for the popularity of regional South Indian films include the dispersed diaspora and unique story lines with their own traditions and culture, which were new to many other communities, hence, they garnered a lot of appreciation. OTT platforms are, thus, rushing to cash in on the regional trend, which offers a breath of fresh air for moviegoers.
OTT giants such as Netflix and Amazon Prime Video have been featuring regional movies in the recent past. Kaduva is the latest movie to join the list.
Regional movies dubbed in Hindi, English or other languages are gaining a lot of traction in recent times. The reason is simple: movies that have a story that resonates with audiences are much liked by them. Moreover, their availability on streaming platforms allows regional movies to gain a broader audience base.
Last year, OTT platforms saw South Indian movies in four languages, which accounted for 10% of their viewing time. This includes the dubbed versions that show how Indian audiences are lapping up good content despite the language barrier. OTT platform executives reported a state-wise share of regional movie viewership. They stated that Uttar Pradesh, Maharashtra and Delhi NCR accounted for 75% of the viewership of the dubbed versions. On Netflix, the Malayalam movie, "Minnal Murali," ranked in the top 10 non-English movies in the last week of December 2021. The movie had a total of 5.9 million viewing hours.
The biggest regional hits on Amazon Prime Video include Sarpatta Parambarai, Jai Bhim and Soorarai Pottru. Even the movie RRR gained tremendous viewership and was released on Netflix in Spanish, Korean and Portuguese.
The Tamil production Navarasa ranked in the top 10 list on Netflix in different countries like India, Sri Lanka and Malaysia. In fact, in its first week, Navarasa garnered more than 40% of its audience from outside India. Over the last year, South Indian movies like Andhaghaaram, Paava Kadhaigal, Nayattu, Pitta Kathalu, Mandela and Cinema Bandi have all featured in the top 10 list.
Some reasons for the popularity of regional South Indian films include the dispersed diaspora and unique story lines with their own traditions and culture, which were new to many other communities, hence, they garnered a lot of appreciation. OTT platforms are, thus, rushing to cash in on the regional trend, which offers a breath of fresh air for moviegoers.
( Originally published on Aug 04, 2022 )
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