The investment in South Indian content has followed suit. Major streaming platforms like JioHotstar have pledged significant sums to scale their South Indian content slate, and the South region now accounts for approximately 35% of entertainment watch time on major platforms. ZEE5, another industry giant, clocked over 105 billion watch minutes in FY25, with South India leading the 4K revolution and contributing 46% of total 4K content consumption.
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