South Indian cinema dominates OTT race, accounts for 60% of hit film acquisitions in 2025

Mumbai: From theatres to living rooms, South Indian cinema is increasingly dominating showbiz, accounting for nearly 60% of all theatrically successful films acquired by streaming platforms across Indian languages in 2025.

While this marks a significant shift in OTT content-buying strategies, it is driven by stronger viewer engagement for South Indian titles on streaming platforms, with a higher proportion of viewers tending to watch them till the end after starting them, senior executives at large media and entertainment networks said.