The year 2025 is shaping up to be significantly better for Indian movie theatres than anyone anticipated, considering the vast growth of the Indian OTT landscape over the last few years. Many experts and moviegoers had predicted that the massive rise of OTT would erode viewers’ desire to watch movies in theatres, as they would have the opportunity to enjoy the same films just a few days later in the comfort of their own homes.
This year started pretty well for Indian movie theatres, largely due to the record-breaking success of Vicky Kaushal’s Chhaava, which earned nearly INR 800 crores globally. Then came a bit of a dip at the box office in March. But that didn’t last long, as Akshay Kumar’s Kesari Chapter 2 (INR 144 crores) and Sunny Deol’s Jaat (INR 119 crores) showed signs of vital life.
Soon after, Ajay Devgn’s Raid 2 performed extremely well, minting over INR 240 crores. Then came Housefull 5 (INR 238 crores), Aamir Khan’s Sitaare Zameen Par (INR 263 crores*), and Mohit Suri’s Saiyaara (INR 510 crores*), which gave a brilliant start to the careers of Ahaan Pandey and Aneet Padda.
Note: An asterisk () indicates the movies are still running in theatres.*
While OTT platforms revolutionized entertainment consumption, recent data and the success of 2025 releases, like the much-talked-about romantic drama Saiyaara, suggest a potential shift in consumer behaviour. This scenario also raises the question: Is OTT fatigue really taking hold in consumers’ minds?
The COVID pandemic era and the years immediately after substantially fueled the growth of OTT platforms in India. However, in the last 1–2 years, things have started to change for movie theatres. It’s not that OTT streaming services have completely lost their dominance, but recent reports indicate a growing sense of saturation.
Sensor Tower’s analysis reveals a notable 16.2% decrease in the time Indian consumers spent on streaming apps between 2023 and 2024. This number is expected to decrease further by the end of 2025. This decline, coupled with fewer app downloads, hints at a market potentially reaching a saturation point.
Adding to this complexity is the phenomenon of “subscription fatigue.” The proliferation of OTT platforms, each vying for attention with exclusive titles (originals), has created a financial and decision-making burden for viewers. On top of this, the growing phenomenon of “ad fatigue” has made things even worse for the OTT landscape in India.
A recent study by The Trade Desk placed India third globally in this regard, with 70% of consumers feeling overwhelmed by repetitive digital advertisements. This intrusive element could be further pushing audiences towards ad-free alternatives, including the theatrical experience. Yes, the majority of theatrical chains in India do run non-film ads during pre-shows, but compared to the increased frequency of ad slots on OTTs nowadays, they seem like a reasonable deal.
Just look at Prime Video India, for instance. The platform offers plenty of ad slots, charges an additional amount from viewers for new movie releases via rental, and demands extra payment to remove ads altogether.
This has led many consumers to reconsider their subscriptions, seeking either consolidation or complete cancellation, a scenario that could soon haunt OTT platforms in India.
The exceptional box office success of recent releases like Saiyaara proves that movies don’t have to be perfect, as long as they cater to audience demands and needs.
According to a recent report from Ormax Media, the first half of 2025 has been a strong period for the Indian box office as a whole, with a cumulative gross of over INR 5000 crore (approximately $600 million). This represents a significant 14% increase compared to the same period in 2024, showing that movie theatres in India are bouncing back.
Moreover, a remarkable 17 films crossed the INR 100 crore mark during the first half of 2025, a substantial jump from the 10 films that achieved this milestone in the same period of 2024.
The box office success wasn’t limited to Hindi cinema. Regional films from South Indian industries also performed well, with titles like the Telugu film Sankranthiki Vasthunam and the Tamil film Good Bad Ugly being noteworthy contributors. Hollywood also made a strong comeback, with films like Mission: Impossible – The Final Reckoning, F1, and Captain America: Brave New World performing well in the Indian market.
While OTT platforms still have their advantages, the theatrical experience offers something streaming cannot replicate: a communal viewing experience, larger-than-life visuals and sound, and a focused environment free from home distractions. For event-level films and stories that resonate deeply with audiences, cinema provides an unparalleled immersive experience.
This shift clearly forces streaming platforms operating in India to adapt by focusing on high-quality, exclusive content and potentially exploring more flexible subscription models. The apparent “OTT fatigue” might not kill streaming, but it is undeniably paving the way for a revitalized and more balanced cinematic landscape in India, as the hits of 2025 have shown. Stay tuned for more updates.
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