Vi is enhancing its competitive edge in the Indian OTT landscape with the addition of Sun NXT to its Movies & TV app. This partnership allows Vi subscribers to access a treasure trove of South Indian content, including blockbuster films, exclusive series, TV shows, and live channels, available in Tamil, Telugu, Malayalam, Kannada, Bengali, Marathi, and Hindi. Offered at no additional cost within the Vi Movies & TV Plus and Lite packs, priced at Rs 248 and Rs 154 monthly, this integration not only enriches the viewing experience but also simplifies subscription management.
The growing appetite for regional content is evidenced by a recent FICCI-EY report, which reveals that regional OTT content now constitutes 52% of total viewership, surpassing Hindi content. This shift reflects an evolving consumer preference, prompting Vi to cater to this demand through its expansive offerings.
In Guwahati, the impact of this partnership is anticipated to be significant. The city’s diverse population, with its rich tapestry of languages and cultures, will benefit from easy access to popular titles such as Annaatthe and Beast. By aligning with local viewing preferences, Vi aims to solidify its position in the Guwahati market, meeting the demand for high-quality, culturally relevant entertainment.