The South Indian language movies are helping the OTT platforms to rake in huge returns. According to sources, South Indian languages movies contribute 15-25 percent of the overall viewership of the major OTT platforms.
Following the trend, Netflix India has launched dedicated social media handles for South India. They have also released a video song titled #Nammastories as part of the launch.
Through the Netflix India social channels (on Facebook, Twitter and Instagram), over 22 mn fans engage with their stories, storytellers and stars in many fun, interactive and meaningful ways.
Netflix sees tremendous success for films from South India on Netflix. In its first week alone, Karthik Subbaraj directed- Dhanush starring Jagame Thandhiram drew an equal share of audience from outside India as it attracted from within the country.
The film was subtitled and dubbed in multiple Indian and other languages, including English, Spanish, French and Portuguese, enabling more complete access for our members worldwide. The Top 10 on Netflix is also a great indicator of what Netflix members in a country are enjoying. Jagame Thandhiram has been in the Top 10 in 12 countries outside India and has been No.1 in the Top 10 row in 7 countries, including India, Malaysia and the UAE.
In the last one year, Martin Prakkat’s Nayattu (Malayalam), V. Vignarajan’s Andhaghaaram (Tamil), local anthologies Pitta Kathalu (Telugu) and Paava Kadhaigal (Tamil), Praveen Kandregula’s Cinema Bandi (Telugu) and Mandonne Ashwin’s Mandela (Tamil) were also widely loved by Netflix members and featured in the Top 10 in India.
As Netflix expands its film slate to have notable original and licensed films from South India, many members and fans shared that they would like to engage more with Netflix on these films.
As per sources, Netflix India’s existing social channels will also continue to drive conversations on South Indian language films, filmmakers and talent. As an example, the trailer for Jagame Thandhiram’s teaser was viewed over 18mn on YouTube.
Commenting on the launch of Netflix India South social media handles, Netflix spokesperson said, “We are fans of entertainment, just like our members. With our new Twitter handle, Netflix India South (@Netflix_INSouth), we are excited to create a dedicated space to engage more deeply with audiences, wherever they are, who love South Indian language films.”