NEW DELHI : Disney + Hotstar has started airing an American detective comedy Only the murders in the building this week. The series, created by Steve Martin and John Hoffman, consisting of ten episodes, premiered August 31 on Hulu. The plot follows three strangers, played by Steve Martin, Martin Short and Selena Gomez, who share an obsession with a real detective podcast.
Certainly, foreign language rates, including American movies, TV shows, and Turkish, German, and Korean language programs, are emerging as a big draw for over-the-top video streaming (OTT) services. , representing up to 30% of the global audience, according to senior executives at several of these platforms.
While such international content finds takers among young urban Indians in the subways, those in small towns benefit from their dubbed versions in Hindi and regional languages.
by netflix Extraction and The kissing booth have been popular in Hindi and Tamil, as has Amazon Boys, War Of Tomorrow, Wonder Woman and Parasite. Walt Disney also decided to tap into small towns by making Disney + content (including Marvel) available even on its cheaper tariff plans in India to expand its reach.
While a handful of niche foreign-language TV channels and torrent websites on the internet had already presented Indians with international content, OTT platforms have helped improve ease of access.
While the metropolitan audience is oversaturated with discovering such international content on OTT, small towns have recently started to acquire a taste for what can be considered cool and is part of the social media chatter. While television had laid the groundwork for international programming, OTT has the luxury of talking to users one-on-one and personalizing recommendations with artificial intelligence and machine learning. Covid has also ensured that people are exposed to a lot more things on the phone, as many large families do not have multiple TVs.
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