Before OTT, there was TV. If people missed watching a particular film on the big screens then they would eagerly wait for it on OTT because that is the only place they could buy without DVDs of course. But now, that satellite market has seen a big shrink.
The satellite TV market for Hindi films has drastically shrunk, with prices for film rights dropping by over 50% since the pandemic. Once valued at ₹20 crore, these rights now sell for around ₹10 crore, as streaming platforms like Netflix, Prime Video, and Disney+ Hotstar take center stage.
During the pandemic, when theaters shut down, producers turned to OTT platforms to release films. This shift permanently changed audience habits, as people preferred the convenience of streaming over watching movies on TV. Now, films are available on OTT just 8-10 weeks after hitting theatres and that is why TV broadcasts are less attractive.
OTT platforms are also selective about which films they buy, making it harder for producers to secure deals. Patel shared that platforms prioritize content that fits their brand and is cost-effective.
Despite challenges, TV channels still capture 25% of viewership, mainly driven by older, iconic movies. Free-to-air channels and accessible pricing also keep TV relevant for many.