The Streaming Shift: When Numbers Start Talking

OTT platforms cemented their dominance in the entertainment industry during and after the COVID-19 pandemic. At a time when audiences were hesitant to step out, these platforms became the primary source of entertainment, building a massive and loyal viewership base. This surge not only changed audience habits but also reshaped how films were produced, released, and monetized.

Sensing the opportunity, OTT platforms began striking deals with production houses even before a film’s theatrical release. With significant investments flowing in, producers gradually aligned with the platforms’ conditions, most notably, agreeing to release films on OTT within just four weeks of their theatrical debut.

These deals were often determined by the past performances of the film’s hero, director, or production banner. However, the landscape is now shifting again. According to recent reports, OTT platforms are beginning to demand accurate box office data from producers before finalizing digital rights deals. This move could bring a new level of transparency, allowing people to estimate a film’s actual box office performance based on the digital rights price.

Yet, there’s a catch. Neither production houses nor OTT platforms publicly disclose deal amounts, keeping the real figures hidden. If this new trend continues, it might quietly redefine how success is measured in the film industry, where streaming numbers may finally start revealing the truth behind the posters.