Indian movie streaming service Spuul is diversifying its content mix, currently weighted heavily towards Bollywood.

The company has secured global rights to more than 100 Punjabi productions this year, and is looking to offer a similar selection of Tamil and Malayalam titles in the near future, to drive subscriber growth.

“Currently, Hindi movies occupy close to 85% of our catalog, with regional movies taking up the rest,” Spuul’s India CEO, Rajiv Vaidya, tells Media Business Asia.

“We aim to rebalance the catalog with the appropriate collection of regional movies, to align with the catchment markets we work in.”

Six-year-old Spuul has attracted a large registered base worldwide on the back of a freemium service, although 90% of its revenues come from paid subs.

Earlier this year, the company introduced localized pricing, including sachets, to drive revenue from India, which now represents more than half of its audience base.

Spuul is also eyeing other languages, including Bengali, Bhojpuri, Gujarati and Marathi, to shore up its offering, in addition to exclusive deals and original content.

Upcoming Punjabi release Atishbaazi Ishq, for example, will make its online premiere on Spuul within a week of its theatrical release early next month.

“The quality of Punjabi films has experienced exponential growth in the past few years, attracting more than just native Punjabi viewers,” Vaidya says.