OTT platforms initially thrived on one principle—freedom. Creators experimented fearlessly, aiming to stand out in a crowded space.
But as OTTs have transitioned from being underdogs to becoming mainstream players, their focus has shifted. The earlier formula of innovation and experimentation has been replaced with a more generalized approach aimed at pleasing everyone. And this shift is causing ripples in the industry.
Anurag Kashyap had to come out and speak up.
“OTTs came in and disrupted the system. First, they gave high prices, and then they lowered the prices. Now, nobody is willing to come down. Which is good, because one day, everybody will fall. And I’m waiting for everybody to fall, because then it’ll be a great time to make films again. After we hit rock-bottom, we will make films again. Golden times are coming.”
How valid is his observation?
Netflix’s recent data paints a telling picture.
Films like Lucky Bashkar, Amaran, Bhool Bhulaiya 3, Devara, and The Buckingham Murders have performed exceptionally well. The common thread? They’re all theatrical titles—licensed content that’s thriving on OTT platforms.
But what does this mean for original content?
While films like Do Patti and Sikandar Ka Muqaddar have emerged, they rely heavily on seasoned theatrical stars, making them easier to market. Original content, as a result, is losing its distinctive charm, succumbing to formulaic patterns that lack the creativity OTT platforms once championed.
Is the OTT space dying? Not at all. In fact, it’s growing. However, when it comes to original content, platforms need to revisit their roots. The current approach is too predictable, too monotonous.
If this trend continues unchecked, Kashyap’s prediction might not just be a prediction, it could become a spoiler.