Saani Kaayidham, a new Tamil film starring Keerthy Suresh will be shown on Amazon Prime Video on May 6. Directed by Arun Matheswaran, which also stars actor-director Selvaraghavan, it will also be available in Telugu and Malayalam.
In 2021, over-the-top streaming platforms (OTTs) saw movies in the four languages of South India, including their dubbed versions, gain large audiences and up to 10% of total views.
The states of western and northern India such as Maharashtra, Uttar Pradesh and Delhi NCR (National Capital Region) accounted for 75% of the viewership for dubbed films, the platform said.
Movie Malayalam Minnal Murali was one of the top ten non-English movies on Netflix for the last week of December, with 5.9 million views while Jay Beam, Sarpatta Parambarai and Soorarai Pottru is one of the biggest hits of Amazon Prime Video. Epoch drama RRRwhich has been released in theaters, will now be dubbed into Spanish, Portuguese and Korean for Netflix.
Netflix has also seen its anthology in Tamil Ναβαράσα participate in the Top 10 in 10 countries, including India, Malaysia, Sri Lanka. In its first week on Netflix, more than 40% of movie viewers were from outside India.
In the last year, movies like Nayattu (Malayalam), Andhaghaaram (Tamil), Pitta Kathalu (Telugu), Paava Kadhaigal (Tamil), Bandi Cinema (Telugu) and Mandela (Tamil) have all appeared in the Top 10 in India.
In an earlier interview with Mint, Manish Menghani, head of content licensing, Prime Video India had said of films in Tamil, Telugu, Malayalam and Canada that 50% of the audience comes from countries outside their respective states. Globally, these films are watched in more than 170 countries, with international viewers already representing over 20% of the total audience of these local language films.
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