New Delhi: JioHotstar will invest nearly $444 million over the next five years to strengthen its South Indian content slate, reflecting the platform’s strategic shift toward regions where viewership is rising faster than the national average. The move comes as Tamil, Telugu, Kannada and Malayalam industries continue to expand their audience base in India and overseas, while Bollywood’s recovery remains mixed.
Company executives said users in southern states spend about 70% more time on the platform than viewers elsewhere, driven by strong demand for local-language films and series. JioHotstar aims to tap this trend by increasing acquisitions of theatrical releases that have already performed well in cinemas and by expanding non-scripted programming tailored to regional audiences. The service, which reports more than 200 million subscribers, expects this regional expansion to support its long-term growth targets.
The company also addressed broader industry developments, noting that its existing partnership with Warner Bros continues “until its end date,” without specifying a timeline. The comment follows recent uncertainty surrounding global entertainment mergers and acquisitions. With a defined investment plan and sharper focus on regional storytelling, JioHotstar is positioning itself to compete more effectively in India’s evolving streaming market.
