India's entertainment scene is seeing a vibrant coexistence between traditional theatres and OTT platforms. Far from being competitors, both the modes are flourishing by playing to their respective strengths and evolving with changing audience tastes.
Key Highlights
OTT platforms have changed the way content is accessed, providing audiences with a huge repository of movies, TV shows, and local content at their disposal. Its ease, affordability, and variety have made it a routine for millions, particularly the urban and younger audience.
Theatres, on their part, still provide an unparalled social and immersive experience. The large screen, state-of-the-art sound, and shared audience responses make for a sense of occasion that OTT is unable to match. Blockbusters, visually opulent films, and family visits still find their fullest expression in cinema halls.
Hybrid models are the way of the future for the industry. Numerous filmmakers currently adopt simultaneous or staggered releases-fairly launching in cinemas prior to their release on OTT. The practice ensures the largest reach, word-of-mouth creation, and engagement with both legacy movie-goers and digital-native audiences.
Indie movies make token theatrical runs a promotional asset, completing their contractual commitments prior to their true OTT release. The trend enables producers to monetize titles cost-effectively while promoting OTT platforms as well.
The Indian entertainment and media industry is flourishing, with digital media overtaking television in revenue market share in 2024. OTT subscriptions are expected to grow from 47 million to more than 65 million households by 2027, fueled by growing smart TV penetration and internet connectivity.
Theatres too are evolving, with multiplexes spreading to smaller cities and venturing into premium digital release windows to reach wider audiences. The number of families experiencing theatrical entertainment is likely to increase substantially, particularly in tier-III and IV cities.
OTT and theatres alike are gaining from accelerated technological developments. AI, AR, and VR will further revolutionize content creation, distribution, and audience interaction in 2025.
In the end, the Indian consumer is distinctly preferring a "best of all worlds" solution-enjoying the comfort of streaming from home but still appreciating the wonder of the big screen on special occasions.
Sources: Economic Times BrandEquity, Times of India, EY India Media & Entertainment Report 2025, Hindustan Times, Exchange4media
