Amidst the crowd of Amazon Prime Video, Netflix, Voot, ALT Balaji and Hotstar, Vuclip’s video-on-demand service Viu said it will battle the space by focusing on regional content in India, which will also deliver the next phase of growth for the company, reports The Hindu Business Line.

Shantanu Gangane, Marketing Head at Viu India told the publication that Viu has also invested in Viu Originals for  user engagement and will acquire content and create  originals in regional languages. So far, the company has content in Hindi, English, and Telugu. It also has a few originals in those languages already.

Viu has also had content partnerships with the likes of Shemaroo Entertainment, Vikram Bhatt, Cricketer Virender Sehwag, Reliance Big Entertainment, Sony Music, Zee Digital Convergence, and Balaji Motion Pictures, to name a few.

Besides local content, the company also said that it will also bring Korean content for Viu’s Indian viewers as Vuclip has a tie up with major broadcasters from South Korea for all the territories they operate in.

Launched in March 2016, Viu is a freemium video on demand service that charges ₹99 per month for a subscription to provide ad-free viewing of content and access to exclusive content. Viu is currently available in India, Malaysia and Indonesia.

Competition: Regional content in India

Since it launched in December last year, Amazon Prime Video has major bollywood tie ups including Salman Khan. Note that in May this year Amazon’s Fire TV streaming stick had added Viu as an app on its platform. 

Netflix is also investing large amounts of money in India. The streaming service reportedly bought the Hindi, Tamil and Malayalam versions of the Baahubali duology for $4 million. The service has also been investing in independent films in regional languages, though not in the same quantity as Amazon and Hotstar.

Hotstar had added 4,000 hours of Malayalam content including movies and popular TV shows across genres last year to its library. The company also appointed Mohan Lal as its ambassador for Malayalam-speaking audiences, and also ran adverts featuring Shruti Haasan and Allu Arjun for Tamil and Telugu-speaking audiences respectively. The platform has content in eight Indian languages.

Early last year, online video streaming platform Spuul tied up with content providers like UTV–Disney, Yash Raj Films, Reliance Entertainment, Balaji Telefilms, Indiacast, Shemaroo, B4U, Venus and Rajshri to enhance its regional content library.