As rivers carve new paths, JioStar flows into the South with stories that resonate in every tongue and town.
JioStar Goes Big in the South: ₹4,000 Crore Bet on Regional Originals and Daily-Viewing Hits
In a major push in South India, JioStar is making an investment of ₹4,000 crores over the period of next 5 years, following the merger of Disney +Hotstar and JioCinema.
Reflecting a deep commitment to localized, habit-forming content, the platform plans to launch 25 new original titles across Tamil, Telugu, and Malayalam.
Recent growth shows a 70% increase in reach and a 170% surge in watch time, highlighting strong viewer engagement.
The expansion focuses on identifying top creators and compelling stories that appeal to a Pan-India audience, including a push into connected TV viewing. The upcoming slate includes returning favourites such as Kerala Crime Files Season 3, Save The Tigers Season 3, Heartbeat Season 3, and Good Wife Season 2, along with new originals like Cousins and Kalyanams, Moodu Lantharlu, LBW – Love Beyond Wicket, Resort, Secret Stories: ROSLIN, Lingam, and Vikram On Duty.
The platform is emphasizing on long-running episodic formats with 100-episode arcs to encourage daily viewing habits, with one show already surpassing 100 million views. Notably, the investment shall also be increased in the reality programming and non-scripted formats.
Localized Sports, Connected TVs, and a Big Bet on Regional Entertainment
There is also emphasis on the sports localization with commentary available in key languages like Tamil, Telugu, Kannada, and Malayalam. Notably, over half of South Indian content consumption now comes from outside its home states.
Today, 43% of South viewers now watch via connected TVs and the platform is adapting to the changed consumer habits. JioStar has partnered with telecom and broadband operators to expand access and signed an MoU with the Tamil Nadu government to support infrastructure and skill-building in the creative sector.
This aggressive strategy strengthens JioStar’s position in the competitive streaming market, boosts opportunities for creators, and offers viewers a richer, more localized content library, highlighting the growing importance of the South Indian market in India’s digital entertainment landscape.
With stories flowing across screens and languages, JioStar turns South India into a vibrant tapestry of imagination and connection — and while the full benefits of its ₹4,000 crore investment are yet to fully unfold, this bold bet could reshape regional entertainment and strengthen opportunities for creators and viewers alike.
Summary
JioStar is investing ₹4,000 crores over five years to expand South Indian content post its merger with Disney+ Hotstar. The platform will launch 25 originals across Tamil, Telugu, and Malayalam, emphasizing long-running episodic shows, reality programming, sports localization, and connected TV viewing. The strategy strengthens regional storytelling while catering to a Pan-India audience and expanding opportunities for creators.
