Release of Sitaare Zameen Par on YouTube and Its Impact on Indian Movie Watching Habits
In a groundbreaking move for the Indian film industry, Aamir Khan has released his latest film, Sitaare Zameen Par, on YouTube Movies under a pay-per-view (PPV) model. This decision marks a significant shift in the way films are distributed and consumed in India, as more creators explore digital platforms to bypass traditional gatekeepers and distribution delays.
YouTube is rapidly becoming a platform for quality, creator-led content that offers a viable option for those prioritising storytelling, connection, and creative freedom. With over 491 million people in India watching, creating, and engaging with content on YouTube, the platform's wide accessibility across devices makes it an attractive choice for content creators.
The cost for viewing Sitaare Zameen Par on YouTube Movies is Rs 100. This move aligns with data showing that India's transactional video on demand (TVOD) market reached over INR 1300 crore in 2024 and is projected to grow several-fold in the next five years, expanding at an 11.2% CAGR through 2025 according to ABI Research.
Karan Taurani, executive vice-president at Elara Capital, believes this move by Aamir Khan is unlikely to significantly disrupt the AVOD-SVOD (advertising-based video on demand and subscription video on demand) model. However, Sindhu Biswal, CEO & founder of Buzzlab, thinks this could be a viable option for creators who prioritise storytelling, connection, and creative freedom.
Industry experts note that OTT platforms now offer tighter margins compared to previous higher markups, making TVOD via familiar platforms like YouTube a higher-risk but potentially higher-reward approach for strong fan-followings and content with theatrical runs. Despite OTT platforms like Prime Video and Zee5 offering rental services, their inventory is largely Hollywood-centric, and Indian-origin TVOD is still emerging.
The success of Khan’s YouTube-based PPV release could serve as a "catalyst" for wider adoption of the TVOD business model among Indian creators and producers expanding into entertainment, sports, gaming, and music. If Gen Z viewers in India could watch only one service for an entire year, YouTube is the No. 1 platform they would choose, according to a Kantar report.
American Eagle, a clothing brand, has also made headlines recently. After a backlash against Sydney Sweeney's 'Great Jeans' ad, the brand has broken its silence, emphasising that their partnership with Sweeney was about the jeans and not the controversy surrounding the ad.
Interestingly, Indian cinema is widely viewed, but only 2-3% of its 1.4 billion people actually go to a theatre to watch a movie. This underscores the potential for digital platforms like YouTube to reach a wider audience and monetise content effectively.
As more filmmakers explore YouTube as a primary release strategy, the platform could become a significant player in the Indian film industry. Aamir Khan has promised to make more of his films and future releases available on YouTube Movies, and others may follow suit not because it's trendy, but because it's where audiences genuinely connect, react, and engage.
Meanwhile, the COAI (Cellular Operators Association of India) is pushing for regulation of messaging apps like WhatsApp, Telegram, and Signal, adding another layer of complexity to the evolving digital landscape in India.
[1] ABI Research, "India TVOD Market to Reach INR 1300 Crore in 2024", Link [2] Variety, "Aamir Khan's 'Sitaare Zameen Par' to Premiere on YouTube Movies", Link [3] The Economic Times, "Aamir Khan's 'Sitaare Zameen Par' to Premiere on YouTube Movies", Link
- Given the success of Aamir Khan's Sitaare Zameen Par on YouTube Movies, the pay-per-view (PPV) model could potentially revolutionize the distribution and consumption of movies in India, as more creators might consider digital platforms for bypassing traditional gatekeepers and distribution delays.
- As the Indian transactional video on demand (TVOD) market is projected to grow significantly according to ABI Research, this trend offers a potential high-reward, high-risk opportunity for content creators seeking tighter margins, especially those with strong fan-followings and content with theatrical runs.
- The cost for viewing Sitaare Zameen Par on YouTube Movies, combined with the platform's wide accessibility and Gen Z audience preference, indicates that the platform is increasingly becoming a viable option for creators prioritizing storytelling, connection, and creative freedom within the finance and entertainment industries, including the film market, digital entertainment, and even beyond, such as sports, gaming, and music.
