Indian streaming giant JioHotstar is scaling its South India operations following dramatic audience growth over the past 10 months, with executives detailing the strategic rationale behind the platform’s INR4,000 crore ($445 million) content investment unveiled on Tuesday in Chennai.
Krishnan Kutty, head of entertainment for JioHotstar’s South cluster, and Sushant Sreeram, chief marketing officer and head of SVOD business at JioStar, spoke about the behavioral shifts that convinced the platform to significantly expand its regional programming slate.
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The South region – comprising the Tamil, Telugu, Kannada and Malayalam languages – now accounts for approximately 35% of entertainment watch time and nearly
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