However, small towns grew on a smaller base. “Smaller towns and cities have been craving regional content which would bring them pride and (a sense of) relatability. Other key strategies adopted for small towns include smart marketing and pricing where mobile plans and telco packages help. This January, Amazon Prime Video announced its first mobile-only plan in the world, starting with India. Further, platforms are also increasingly trying to set narratives in small towns incorporating cultural nuances and sensibilities.

Source: Mint May 31, 2021 09:45 UTC