Increased frequency of Hindi films-related searches in the South would suggest that Bollywood is becoming more popular and Hindi is entering South India as a mainstream language. The data, though, suggests otherwise with regional cinema becoming even more popular in recent years according to Google’s data. For instance, in Tamil Nadu, over the last decade, there have been around seven times more searches for Kollywood-related (the Tamil film industry) terms than Bollywood. Similarly, in Andhra Pradesh, there were around four-times more Tollywood-related searches than Bollywood in the same period. In both states, search interest in both regional industry films has actually increased over time. The exception here is Kerala where there was an overwhelmingly more search interest in Bollywood than the regional film industry.