Why Regional Content is India’s Future in the Digi-space

In the last year or two, there has been a noticeable surge in the popularity of regional content creators. And for good reason! In a country with a population of 1.42 billion and almost 780 languages. However, there’s a lot of room for content beyond that in English. Recognizing this, a new wave of creators is captivating audiences by speaking their language, literally and figuratively.

This trend is fueled by a rapidly growing internet user base in regional areas. A recent report by IAMAI and Kantar states that “Internet penetration is more widespread in Urban India with top 9 cities accounting for only 33%, while larger villages account for 82% concentration in Rural India.” Notably, a significant portion of Indian audiences consume content in their native languages.

This presents a golden opportunity for regional creators. This translates to a massive, untapped audience for creators who can connect. However, with viewers on a deeper level by speaking their mother tongue.

The power of authenticity is a key driver of this growth in regional content.

Regional creators understand the nuances of their audience’s culture, humor, and daily lives. This allows them to craft content that feels real and relatable, fostering trust and loyalty. Additionally, with a plethora of platforms like YouTube, Instagram. Moreover, TikTok catering to regional audiences, creators have a wider reach than ever before.

This regional content boom isn’t lost on brands either. As marketers become increasingly aware of the value of targeted campaigns, regional creators are emerging as valuable partners. Their ability to speak directly to specific demographics makes them ideal for promoting products and services to regional audiences.

Creator Prajakta Koli spoke about how the future is bright for regional content creators at a recent Nas Summit in June’24:

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This shift signals a significant change in the Indian content creation landscape. It’s a time of immense potential for regional creators. However, who can leverage their unique voice and cultural understanding to build thriving online communities. Besides, potentially forge lucrative brand partnerships. The future of Indian content is multilingual. Furthermore, regional creators are poised to be at the forefront of this exciting new era.