Viewership of international content on OTT video streaming platforms in India is set to almost double in 2022.
Amazon Prime Video will stream the third season of its political action thriller Jack Ryan on December 21. The series was created by Carlton Cuse and Graham Rowland. Cuse serves as an executive producer alongside John Krasinski, Michael Bay and Mace Neufeld. Krasinski also starred in the series as the title character, making him the fifth actor to portray the character from the film series, following Alec Baldwin, Harrison Ford, Ben Affleck, and Chris Pine.
Viewership of international content on over-the-top (OTT) video streaming platforms in India is set to nearly double in 2022 as viewers took in original and dubbed versions of English, Turkish, Spanish and Korean shows and movies.
Viewers have increasingly become language agnostic due to dubbing and subtitling of popular international shows for high-quality storytelling and production, streaming service firms said. Several services have also used social media influencers and Bollywood stars to market these shows in India over the past year.
According to media consulting firm Ormax, the most-watched international series this year include House of the Dragon (28.2 million) and Moon Knight (23.4 million), which broke Hawkeye's record of 19.3 million last year. All three shows are on Disney+Hotstar.
“Indian audiences have high interest and appetite for great global and local content. Stories are universal and streaming, with its innate ability to transcend physical boundaries, has allowed audiences around the world to experience it in the language of their choice. People are naturally culturally curious, influenced by stories from around the world," a Netflix spokesperson said in an earlier interview. Another important aspect of stories traveling the world is the acceptance of subtitles and dubs. The platform dubs and subtitles shows and movies in 37 languages, the person said.
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