Rise of niche OTTs
A little-known OTT app that is only 10 months old and with content only in one language has raked up 5M+ downloads on Play Store with a rating of 4.5 (1.9 lakh ratings).
AHA is an OTT service officially launched in March 2020 (soft launch in Jan 2020) with only Telugu web-series and movies.
What’s interesting though it is not a venture by a millennial aged tech or media hipster. It is owned by Geetha Arts whose owner in turn is Allu Arvind – a leading producer in Tollywood cinema (Telugu film industry) since the last few decades.