I can't answer separating north and south audience now. Few years ago, it was different. An Indian movie would be a Bollywood movie. Right now, an Indian movie is a South movie and a Bollywood movie and people have choices. People started recognizing the south stars as well. Whoever does better gets better business. Thanks to Bahubali and Rajamauli, global audience now also care for south Indian stars as much as north Indian stars. SRK tops the list in the world but we know Prabhas or Allu Arjun or NTR or Yash too.
Few years ago, I was against KGF. After KGF and KGF 2, I would thrash several Zeroes even if SRK is my all time favorite.
A Bahubali or KGF is a lot better than even Pathaan. I hope Bollywood learns and gives us better movies.