There is a paradox in the Indian film industry right now.

The biggest market is the Hindi-speaking states. The most popular content is from the South Indian film industries. South Indian films are outperforming Bollywood films at the box office nationally. On OTT, thanks to subtitles and dubbed versions, South Indian content is being consumed even more easily. The national success of films like Vikram, RRRKGF-2 and series like Suzhal – The Vortex are proof of that. It is instructive to know that the Hindi version of RRR is the best performing Indian movie on Netflix.