JioHotstar loads up on South originals

JioStar’s streaming platform JioHotstar is intensifying its South India push, scaling up investments in regional originals, long-running formats and deep localisation as post-merger momentum accelerates.The platform has unveiled its largest South-focused slate yet, commissioning 25 new titles across Tamil, Telugu and Malayalam, backed by a Rs 4,000 crore investment over the next five years. Formed after the merger of Disney+ Hotstar and JioCinema, the platform has crossed over a billion downloads on the Google Play Store.Speaking to ET, JioStar Head of SVOD and Chief Marketing Officer Sushant Sreeram, and Head of Entertainment South Krishnan Kutty, said the last ten months have validated the company’s long-term bet on regional storytelling and habit-forming formats.“We’ve had a lot of success in the South over the last ten months and we’re extremely encouraged by the consumer response,” Kutty said, noting that reach has grown 70% while watch time has surged 170%.The new slate features series from leading creators across Tamil, Telugu and Malayalam. Kutty said JioStar is announcing multiple projects from established filmmakers.The lineup includes returning franchises such as Kerala Crime Files S3, Save The Tigers S3, Heartbeat S3 and Good Wife S2, alongside new originals including Cousins And Kalyanams, Moodu Lantharlu, LBW – Love Beyond Wicket, Resort, Secret Stories: ROSLIN, Lingam and Vikram On Duty.Kutty said a key focus area is long-running episodic shows with 100-episode arcs released weekly, adding that one such show has already crossed 100 million in consumption. “What they help do is turn JioHotstar into a habit, as opposed to a one-off engagement,” Sreeram added.The platform is also stepping up its commitment to non-scripted formats following the strong performance of four southern editions of Bigg Boss. “We’re going to be doubling down on reality content over the next three to six months,” Kutty said.JioStar is not pursuing output-based, multi-title deals. “If we find a story we love, we’re willing to back it to the full extent,” Kutty said. “We are focused on identifying creators and stories.”Programming decisions are guided by white-space mapping across cohorts and genres, often planned several years in advance. “Is there an unmet consumer need, and what is our creative conviction that this title actually meets that need?” Sreeram said.Sports localisation remains a key strategic lever in the South. JioStar has localised live sports across more than 10 Indian languages, with Tamil, Telugu, Kannada and Malayalam feeds featuring experts such as Sreesanth, Anil Kumble and Ambati Rayudu. The objective, Sreeram said, is to ensure the experience feels native and intuitive.South Indian content continues to travel strongly beyond home markets. More than 50% of consumption of South titles now comes from outside their home states, rising to 80% in the case of Malayalam content, said Sreeram. Combined with the fact that 75% of all original programming produced in South India this year is on JioHotstar, the platform now evaluates all South commissions with a pan-India lens, he added.Viewing behaviour in the region is also shifting rapidly. Nearly 43% of JioStar’s South audience now watched content on connected TVs, prompting the platform to rethink family-oriented programming. “Families are once again watching content together,” Kutty said, calling for formats that appeal across age groups and demographics.JioStar reached 85 million connected TV devices this year and is partnering with telecom and broadband operators to expand living room access and ensure uninterrupted viewing.While OTT viewing has traditionally skewed male due to mobile-first consumption, both executives said gender and age splits are becoming more balanced. “Our long-running shows are very evenly skewed between genders and across age demos,” Sreeram said.The company has begun executing on a formal commitment to invest Rs 4,000 crore in South India’s creative ecosystem over the next five years across all four southern languages and formats. It has also signed an MoU with the Tamil Nadu government to support infrastructure development and skill-building.On the possibility of earlier streaming windows for films, Kutty said the current model works best for the ecosystem. “The ecosystem benefits the most when producers have an opportunity to build a robust business theatrically,” he said, adding that compressing the window could distort economics for both producers and platforms.