“OTT Pe Dekh Lenge” Culture Hits Theatres Hard as Streaming Dominates India’s Screens

India’s cinema halls are facing a new box office villain—and it’s not a blockbuster. The rise of OTT platforms has fundamentally altered how audiences consume content, leading to a decline in theatrical footfalls and a growing preference for streaming. Despite a few theatrical hits, the industry is grappling with shorter theatrical runs, rising production costs, and a public increasingly saying, “We’ll wait for the OTT release.”

 

What’s Driving the Shift?

The Industry’s Counterpunch

What the Experts Say

“OTT has changed the game. Unless the content is compelling and cinematic, audiences are happy to wait,” says film trade analyst Girish Wankhede.

 

“Theatres need to offer more than just a screen—they need to offer an experience,” adds writer Niren Bhatt.

 

Sources: Rediff, Hindustan Times, India Today