Web series is a very new kind of content for Indians. They started getting popular after 2018 but films are not like that. We have been loving films for over a century and it is still very strong.
Feature films released directly on OTT platforms are finding it tough to compete with web series that span multiple seasons and episodes.
Why?
Because they keep audiences hooked for longer.
According to a report Do Patti, the most-watched Hindi original movie on OTT in 2024, garnered 15.1 million views and it is half of what Mirzapur achieved.
The reason?
Series have a built-in advantage in that they keep audiences coming back for more.
Films, on the other hand, have a much shorter window to make an impact. The buzz around a movie often fades within days, while a series can dominate social media and discussions for weeks. Direct-to-OTT films also suffer from the perception that they weren’t “good enough” for a theatrical release.
From a business perspective, advertisers also lean toward web series. A show gives them multiple marketing touchpoints from pre-launch to mid-season and finale excitement. A film, however, trends briefly and disappears.
Despite these challenges, OTT platforms still invest in original films because they offer immersive, standalone stories for viewers who prefer quick, engaging content over long-term commitment. While series may dominate engagement, films still hold value when they deliver powerful narratives like Sector 36. The battle for attention continues, but one thing is clear: storytelling is evolving, and platforms must adapt to keep audiences entertained.
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