Moreover, the competition is heating up in the regional OTT space. Industry reports indicate that streaming platforms are increasing their investment in Malayalam, Tamil, and Telugu content because they are witnessing strong subscriber growth. In 2026 alone, platforms like JioHotstar have unveiled a massive slate of Malayalam originals, including Pharma (starring Nivin Pauly) and Kerala Crime Files Season 3 , indicating that the future of Malayalam entertainment is hybrid—TV will still rule the homes, but digital will reign supreme on devices.
Asianet remains the leader in Malayalam TRP ratings with several long-running "mega serials." Serial Name Timing (IST) Notable Fact Mounaragam Prime Time www kuthira com asianet serials
The search for these serials is often a deliberate act of retrieval. Unlike the passive act of turning on a TV, typing these keywords signifies an active engagement. The viewer knows what they want—the latest twist in the Santhwanam household or the emotional arc of Kudumbavilakku —and they are willing to navigate the often-murky waters of the internet to find it. Moreover, the competition is heating up in the