JioHotstar to invest $444 million in South Indian content push

The Reliance–Disney streaming venture aims to accelerate regional content production, deepen its presence in southern markets, and tap rising demand for Tamil, Telugu, Kannada and Malayalam entertainment as Hindi cinema faces slowing traction.

JioHotstar plans to invest approximately $444 million over the next five years to acquire and produce content from south India, as the platform targets surging regional viewership and increasing global appeal for southern cinema. The move comes as Bollywood struggles to fully regain its dominance at the domestic box office, while Tamil and Telugu films, in particular, continue to expand their footprint in India and abroad.

Focus on regional growth and expanding user base

Krishnan Kutty, Head of Entertainment for South India at JioStar—the Reliance Industries and Walt Disney joint venture that operates the streaming service—said the investment underscores the company’s long-term commitment to the southern market. He noted that audiences in the region spend nearly 70% more time on JioHotstar compared to other parts of India, aided by highly affordable subscription plans beginning at ₹50 per month.

JioHotstar, which already has over 200 million subscribers, aims to more than double its user base through stronger regional programming and influencer-led content. Although the company did not outline a specific timeline, it plans significant additions across Tamil, Telugu, Kannada and Malayalam verticals, each home to thriving film industries with loyal audiences.

Content expansion and market competition

Kutty said the platform will increase investments in local-language movies and series and ramp up its non-scripted offerings. A large portion of its film acquisition budget will go toward titles that have already run in cinemas, continuing the service’s strategy of securing theatrical hits for streaming distribution.

Responding to questions about Netflix’s deal to acquire Warner Bros Discovery’s entertainment assets, JioStar Chief Marketing Officer Sushant Sreeram said JioHotstar’s existing partnership with Warner Bros remains active “until its end date,” which he declined to specify. The comments come amid uncertainty triggered by Paramount Skydance’s hostile bid for Warner Bros Discovery.

With a robust financial commitment and a sharpened focus on regional storytelling, JioHotstar is positioning itself to lead India’s fast-growing southern streaming landscape.