Actor Aamir Khan's venture 'Sitaare Zameen Par' marks a significant wager on Transactional Video on Demand (TVOD) platform
In the ever-evolving world of digital entertainment, India's TVOD (Transactional Video on Demand) market is witnessing significant growth and growing acceptance among audiences. This shift towards individual content purchases rather than subscribing to OTT platforms has seen the market size reach over INR 1300 crore in 2024, with projections of several-fold growth in the next five years[1][4].
A major milestone in this space is Aamir Khan's film Sitaare Zameen Par, which chose to release on YouTube's pay-per-view model instead of traditional OTT platforms or theatrical release. Priced at INR 100 for rental in India, the film is available in 38 global markets, aiming to increase accessibility for viewers unable to attend cinemas, leveraging YouTube's vast reach and India's deepening internet access and UPI payment penetration[1][3].
This move aligns with broader trends where OTT platforms like Zee5 and Prime Video also offer rentals, but primarily for Hollywood films. Khan's approach, however, targets direct content monetization beyond subscriptions[1]. Industry experts suggest that the TVOD market in India, while still smaller than the subscription model, is growing at a CAGR of 11.2%, providing filmmakers with an alternative that could potentially offer better revenue shares than subscription deals[4].
Zee itself is one of the OTT players experimenting with rental-based releases, and executives like Uday Sodhi and Sanjay Trehan are part of this evolving landscape where TVOD is viewed as a complementary revenue stream. While not explicitly detailed, their leadership roles at Zee5 position them as stakeholders adapting to this new monetization model, balancing subscription and rental offerings in response to market demand[1].
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The article about Sitaare Zameen Par can be found on our website under the tags tvod, sodhi, sitaare zameen par, khan, aamir khan, zeec, trehan, and pherwani. It was published on Aug 1, 2025, at 12:59 PM IST[3]. Ashish Pherwani is mentioned in the article, and Sitaare Zameen Par is associated with Aamir Khan and Uday Sodhi[3]. The Karate Kid is not explicitly mentioned as part of Sitaare Zameen Par, but it is associated with Uday Sodhi[5].
In summary, the future outlook for TVOD in India is optimistic, with strong growth potential. Aamir Khan’s Sitaare Zameen Par serves as a pioneering case that could accelerate acceptance and innovation in TVOD, encouraging platforms like Zee and their executives to integrate more transactional options alongside subscription services to maximize content monetization and audience reach[1][4].
References:
- India TVOD Market to Grow at CAGR of 11.2%
- Download the App for Industry Insights
- Article: Aamir Khan's Sitaare Zameen Par Breaks New Ground with YouTube Release
- TVOD Market to Reach INR 1300 Crore by 2024
- Uday Sodhi and the Karate Kid Connection
- The TVOD market in India, currently valued at over INR 1300 crore, is experiencing significant growth and acceptance, driven partly by Aamir Khan's film, Sitaare Zameen Par, which opted for a pay-per-view release on YouTube.
- As the digital entertainment landscape evolves, businesses like Zee5 and Prime Video are embracing rental options, particularly for Hollywood films, but Indian filmmakers like Aamir Khan are exploring TVOD to monetize content beyond subscriptions.
- The TVOD market in India is expected to grow at a Compound Annual Growth Rate (CAGR) of 11.2%, offering an attractive alternative to subscription deals for filmmakers and content creators.
- Industrious individuals seeking expert analysis and insights into the digital entertainment industry can access these resources through a dedicated App, which offers real-time updates, a large industry professional community, and easy-to-save article storage.
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