Over the last decade the gravitational pull of India’s entertainment economy has shi fted unmistakably southward. What began as sporadic national curiosity, gradually swelled into a full-blown cultural crossover. When Naatu Naatu from the Ram Charan-NTR Jr starrer RRR lit up the Oscar stage, it signalled that southern cinema was no longer rising quietly; it was asserting itself at the centre of India’s mainstream imagination.

That momentum has now spilled decisively into the OTT universe. For years, India’s streaming landscape ran on a Bollywood-first operating system. Budgets, narratives, and viewer targeting were all sculpted around the Hindi-speaking market.

But the lockdown years changed viewing behaviour dramatically. Housebound and hungry for fresh stories, audiences began exploring Tamil, Telugu, Malayalam and Kannada films in unprecedented numbers. The runaway popularity of Pushpa: The Rise - Part 01, Kantara and RRR ensured that southern storytelling was no longer incidental, it was central.

Among the southern-language industries, Malayalam cinema has emerged as the most intriguing outlier. Despite being the smallest in scale, it has consistently punched above its weight. Films like Manjummel Boys and Aadujeevitham - The Goat Life have travelled across states, while titles such as 2018 and Premam have shown modest overseas draws. Its combination of creative discipline and financial prudence has strengthened the entire value chain, making Malayalam cinema an appealing proposition not just for theatres but also broadcasters and streaming platforms chasing quality content with dependable economics.

Today, the fiercest battle for subscribers, originals and film rights is unfolding in southern India. Tamil Nadu, Telangana, Andhra Pradesh, Kerala and Karnataka have become high-growth markets. Every major platform is investing aggressively, drawn by more than 250 million people, deep digital penetration, mature entertainment habits and a willingness to pay.

L V Krishnan, chief executive officer of TAM Media Research, notes that southern audiences have historically shown about 50% higher content consumption. “With growing digital penetration and diverse storylines, content consumption is being further boosted by streaming platforms. Easy and cost-effective AI-driven dubbing has broadened the appeal of southern content to a global audience.”

India’s streaming ecosystem has exploded to 57 OTT platforms, spanning national giants and regional players like Aha, Sun NXT and ETV Win. Ormax Media estimates the country’s OTT audience will touch 600 million by year-end, powered by rising connected-TV usage expected to hit 129 million. With 562 million smartphones and nearly 50 million connected-TV screens, digital entertainment is now the default mode of consumption.

Content supply has kept pace —India churns out close to 200,000 hours of original programming a year—from over 1,600 films to more than 2,600 hours of premium OTT series, says a FICCI-EY report. Paid streaming is also expanding, with subscription video users projected to rise from 47 million in 2024 to about 65 million by 2027.

Although platforms do not reveal regional subscriber splits, executives say the South contributes disproportionately to paid users and viewing hours. The region’s 143 million OTT users nearly match North India’s 151 million despite its smaller population base, according to Ormax. Half the southern population already consumes OTT content, the highest penetration in India.

The investment momentum reflects this energy. Platforms are building larger content teams in Chennai and Hyderabad, experimenting with new pricing models and aggressively commissioning original series that reflect local culture rather than merely ticking regional boxes. The era of token presence is over; depth is the new strategy.

For Netflix, Prime Video and ZEE5, southern growth is fuelled by blockbuster films and originals. For JioHotstar and Sony LIV, sports strengthen their entertainment pipeline. Local giants such as JioHotstar and ZEE5 also benefit from steady daily TV content that reinforces platform stickiness.

“Streaming created a watershed moment for South cinema. During the pandemic, high quality subtitles and dubbing removed language barriers and audiences discovered stories they never had access to,” said Monika Shergill, VP content, Netflix India.

In 2022, South content viewership grew 50% year-on-year, with South titles appearing in Netflix’s global non-English Top 10 list in about 17 countries the following year. This number has now risen to 26. Last year, Vijay Sethupathi’s Maharaja became Netflix’s most-watched Indian film globally.

“South storytelling is not just becoming bigger in India, it is becoming mainstream. A large part of our slate today consists of South movies, and we acquire the Hindi dubbing rights along with multiple subtitle and dubbing language rights. This allows these powerful films to travel across different audiences,” Shergill said.

Early OTT investment focused heavily on acquiring South Indian films. Titles such as Pushpa, Kantara, Kalki 2898 AD and KGF fetched some of the highest digital acquisition fees. Films still trigger subscriber spikes, but platforms are now investing more in long-form originals to build retention.

Netflix recently announced six new Tamil and Telugu originals, underscoring long-term commitment.

“We currently have about 26 shows in development, negotiation or production for the South. This is the largest pipeline of South Indian content we have ever had,” said Nikhil Madhok, director and head of originals, Prime Video India, adding that 60% of users watch content in multiple languages.

Sony LIV is developing 13 regional originals, 11 of them from the South. Sony LIV’s business head Danish Khan said the South’s strong legacy in films and television raises creative expectations. “Tamil and Telugu are large markets both within India and internationally. Malayalam has become a supplier of strong stories across India.”

Khan noted that consumption patterns in South India mirror national trends—sports, films and originals drive engagement. Sony LIV acquires only select Malayalam films for cost efficiency. The subscriber split is around 80:20 male to female and viewership is 70:30 in favour of men. “OTT penetration in South India is already high and content consumption per user is higher than the national average,” he said.

“We anticipate a substantial rise in the volume of OTT content originating from the South in the coming years.”

JioHotstar plans to triple its South slate to 1,500 hours of original and acquired programming over the next year. JioStar head of entertainment, South cluster, Krishnan Kutty said one-third of the platform’s viewers are from the South and account for a disproportionately high share of watch time.

“The Tamil and Telugu markets are the largest in terms of heft and creative ecosystem. Kerala punches far above its weight because it has a strong pool of storytellers. Some of our most successful movies and specials have come from Kerala. In Karnataka, we are at an early stage, but we are very excited about that market too,” Kutty said.

ZEE5 chief business officer Siju Prabhakaran said, “South contributes up to 45% of our total OTT watch time. Language packs contribute roughly 60-70% of our new subscribers. Each market has a business head who understands local culture and stories. For us, content is the hero.” ZEE5’s language packs are priced at Rs. 99 per month and Rs. 699 annually.

Executives say South Indian audiences are shaping a distinct OTT playbook. The region’s entrenched TV habits and strong cinema culture push platforms to create habit-forming content. Films remain the biggest subscription catalyst, with Prabhakaran estimating 50- 60% of new subscribers still coming from movies. Prime Video also notes the South’s affinity for films.

To build retention, platforms are adopting TV style storytelling. JioHotstar’s 80–100 episode series are “breaking conventional norms of digital content” as viewers return weekly. ZEE5’s OTT-first reality shows are among its biggest non-fiction subscription drivers.

The South is no longer a regional appendage to the national entertainment market. It has become the creative engine powering India’s soft-power ambitions. As language barriers fall and audiences embrace Indian stories, creators from Tamil Nadu, Telangana, Andhra Pradesh, Kerala and Karnataka are leading the charge. Streaming has not only expanded southern cinema’s audience; it has reshaped India’s entertainment economy and its cultural centre of gravity.

- JioHotstar plans to triple its South slate to 1,500 hours over next year.

- Prime Video has 26 South-origin shows in the pipeline.

- SonyLIV has 13 regional originals, 11 of them from the South.

- ZEE5 says the South accounts for 45% of its OTT watch time, driven by aggressively priced language packs.

- Netflix has announced six new Tamil and Telugu originals; says views of South content grew 50% YoY in 2022.

Actor Vikrant Massey is among the top contenders for the 70th National Film Award this year for his performance in Vidhu Vinod Chopra’s 12th Fail. The biographical film received positive reviews, and Massey’s portrayal of IPS officer Manoj Kumar Sharma, in particular, amassed a lot of love from fans and critics alike. In fact, soon after the film released in December last year, actor Urmila Matondkar and businessman Anand Mahindra took to X and expressed that Massey’s poignant performance merited a National Award.

Ahead of the 2024 National Film Awards’ announcement next month, we ask Massey how his current state of mind is. “Let’s see, I don’t want to jinx it by talking about it too much,” he jokes. 

Humbled by all the praise and encouragement coming his way, Massey states that just being considered worthy of the honour makes him feel proud of his craft. “To be considered [for the award] in a year where many performances stood out and were respected... I think I’m already in the good club, and I’m happy about that,” he shares.

The actor goes on to laud the other commendable performances that are vying for the prestigious award. “There were some incredible performances last year, like what Vicky (Kaushal, actor) did in Sam Bahadur, and the amount of hard work he put in for that role was phenomenal. I know this because Meghna Gulzar (director) is a dear friend of mine,” he continues, “Fahadh’s (Faasil, actor) Aavesham and Prithviraj’s (Sukumaran, actor) Aadujeevitham - The Goat Life were equally good.”

Massey’s co-star from 12th Fail, Medha Shankr, also received appreciation from all quarters for her role as Shraddha Joshi, Kumar’s better half.

Mumbai: The Malayalam film industry is having a blockbuster year, with box office collections reaching Rs. 720 crore in the first five months and four films grossing over Rs. 100 crore each

According to Ormax Media, Malayalam films accounted for 19% of the cumulative box office collection of Rs. 3,791 crore across India during the five months through May. Malayalam titles Manjummel Boys, Aadujeevitham - The Goat Life and Aavesham were among the top 10 grossing movies in the country during this period, according to Ormax Media.

As per several reports, another Malayalam movie, Premalu, also made more than Rs. 100 crore in box office collections.

Experts attribute the success of Malayalam films to their diverse content offerings, bolstered by weaker line-ups in other languages, including Hindi. Malayalam films are gaining strong traction outside their traditional markets of Kerala and the UAE.

E4 Entertainment founder Mukesh Mehta, who has produced multiple Malayalam films, said films like Manjummel Boys, Aadujeevitham and Aavesham offered diverse stories to audiences.

"Every movie is different from the other, and there is no repetition of the subject. That has helped Malayalam cinema. Moviegoers got to watch different types of movies," he said, adding: "We didn't have strong films in other languages like Tamil, Telugu, and Hindi. Hollywood releases were also impacted due to the writer's strike."

According to Mehta, Malayalam movies have started doing well in North America and Europe after Covid-19. Within India, these are finding traction outside Kerala as well, he added.

As per the Ormax report, Malayalam, along with Telugu, got the second-highest proportion of the cumulative domestic box office receipts behind Hindi, which had a 33% share. Malayalam films, which are produced at much smaller budgets compared with movies in other South Indian languages and Hindi, took home a larger portion of the box office collections than Tamil, which held a 13% share.

According to film trade website Sacnilk, Malayalam movies collected Rs. 406 crore outside India.

"Malayalam cinema has had a slew of hits over the last few months, and some of the movies even touched the magic Rs. 100 crore number, which was not a common phenomenon in Malayalam cinema until last year," said NV Capital cofounder Nitin Menon.

The general election has weighed heavily on the box office in April, amid delay in releases and underperformance of Bollywood films, experts said, adding that the scenario will remain unchanged or worsen in May. According to Ormax Media, gross domestic box office (BO) collections for April stood at Rs 457 crore - below the Rs 500-crore mark for the first time since February 2023.

A year ago, in April, the gross box office mop-up was at Rs. 618 crore, led by the performance of Tamil film Ponniyin Selvan II.

This year, despite Eid, Ugadi and Tamil New Year holidays falling in April, only one film managed to cross Rs 100 crore at the box office, according to the report. Malayalam action-comedy Aavesham was the top grosser, garnering Rs 101 crore.

Two more Malayalam films, Manjummel Boys and Aadujeevitham - The Goat Life, earned more than Rs 100 crore at the box office so far this year. However, the second-highest grosser in April, Hindi action thriller Bade Miyan Chote Miyan, only managed Rs 73 crore, followed by sports drama Maidaan, at Rs 61 crore.

Miraj Entertainment managing director Amit Sharma said, "Elections have kept film releases away post-Eid."

"Due to this, April has been one of the worst months so far," said Sharma of Miraj. He also pointed to subpar performances of the two Hindi releases in April and indicated that a dearth of big openings may lead to further deterioration at the box office in May.

PVR Inox executive director Sanjeev Bijli expects a surge in moviegoers after the election. "What will change is the robust pipeline. People (will be) back at cinemas because of the supply... the appetite to go out and watch movies has always been there," he said during the company's fourth quarter earnings call recently.

Cumulative box office collections for January-April are Rs 3,071 crore, on a par with the same period last year.

The top grossers of 2024 till now are Fighter (Rs 243 crore), Hanuman (Rs 240 crore), Shaitaan (Rs 179 crore), Manjummel Boys (Rs 170 crore) and Guntur Kaaram (Rs 142 crore).

Hindi films had the highest share of gross domestic collections (36%), followed by Telugu (21%), Malayalam (19%), Tamil (9%) and English (8%).

Gross movie box office collections for 2024 in India are projected to drop 15% to Rs. 10,360 crore on the basis of data from the first three months of the year, following a record high in 2023, research firm Ormax Media said in its latest box-office report. The Indian box-office collection reached an all-time high of Rs. 12,226 crore in 2023, registering a 15% growth over 2022. The previous box office record was Rs. 10,948 crore in 2019.

Hindi films had a 36% share of the box-office collection, followed by Telugu and Malayalam films with 23% and 16% shares, respectively. Both Hollywood and Tamil films had a 9% share of the box-office collection. The cumulative box-office collection registered 7% year-on-year growth to touch Rs. 2,590 crore in Q1 2024, despite a lacklustre performance in February. Seven films earned more than Rs. 100 crore at the box-office during the quarter.

"March has proven to be a healthy month for the domestic box-office with collections totalling Rs. 971 crore. The diverse lineup of films across languages includes Shaitaan, leading the pack with Rs. 173 crore," said Sanket Kulkarni, head of business development (theatrical) at Ormax Media.

He added Malayalam cinema continues its remarkable streak with Aadujeevitham - The Goat Life joining the ranks of successful films, bringing the total collections for Malayalam cinema to Rs. 405 crore, constituting 71% of the entire Malayalam box office in 2023.

"The net box-office collections have dropped by 20% to Rs. 900 crore in Q1 2024 compared to the same quarter last year. The second quarter is also looking unimpressive, with no major releases planned for May. With setbacks in two back-to-back quarters, we have large recoveries to make in the last two quarters of 2024," says film business expert Girish Johar.

In Q1, Fighter (Hindi) and Hanuman (Telugu) had the highest box office collections of Rs. 243 crore and Rs. 241 crore, respectively. Both Manjummel Boys (Malayalam) and Shaitaan (Hindi) had collections of Rs. 173 crore

Guntur Kaaram (Tamil), Godzilla x Kong: The New Empire (Hollywood), and Aadujeevitham-The Goat Life (Malayalam) collected Rs. 142 crore, Rs. 129 crore, and Rs. 102 crore, respectively. During the quarter, March saw the highest monthly box-office collections of Rs. 971 crore on the back of strong performances by Shaitaan, Godzilla x Kong: The New Empire, and Aadujeevitham.

In January, the box-office collections stood at Rs. 934 crore, with Fighter, Hanuman, and Guntur Kaaram dominating the list. February saw a modest box-office collection of Rs. 685 crore with just two films, Manjummel Boys and Teri Baaton Mein Aisa Uljha Jiya, attaining receipts of over Rs. 100 crore.