Aamir Khan's film goes pay-per-view on YouTube, gives OTT giants a miss

Economic Times

5 days ago

Mumbai: Aamir Khan Productions has partnered with YouTube to release Sitaare Zameen Par on a pay-per-view basis in a potentially significant move, said people familiar with the development.
This marks the first time in recent memory that a marquee Hindi film featuring a major star has not been licensed to a dominant subscription video-on-demand (SVOD) platform such as Netflix, Prime Video or JioHotstar, opting instead for a pay-per-view strategy via the world's largest video platform.
India had 551 million online video viewers in 2024, with YouTube accounting for 92% of online video consumption, according to the FICCI-EY 2025 report.Industry sources say Aamir Khan is tapping into the pay-per-view window, which has been a phenomenon globally but remains underutilised in India. However, they noted that it's still unclear how long he will delay the SVOD release following the pay-per-view window.Aamir Khan Productions and YouTube declined to comment.
The film is likely to move to YouTube early next month. While the industry typically follows an eight-week window for streaming on SVOD platforms, Khan recently said that all his films will follow a six-month theatrical run to protect box office revenues. The film was released on June 20 in theatres."It's a bold move by an A-list star, and all eyes will be on how much the film can earn from pay-per-view, as well as how long Aamir Khan plans to keep it there before releasing it on an SVOD platform," said Shariq Patel, former CEO of Zee Studios.Film is expected to be priced at ₹99.Netflix and Prime Video continue to dominate India's post-theatrical streaming market. According to Media Partners Asia, producers' streaming revenues have grown to 1.5 times their net theatrical share, making it a critical monetisation channel.However, the FICCI-EY 2025 report shows that streaming rights revenue in India fell to ₹3,100 crore in 2024, down from ₹3,500 crore in 2023 and ₹3,300 crore in 2022, as platforms cut back on content spending in pursuit of profitability.Still, not everyone sees this as a replicable model. Abundantia Entertainment CEO Vikram Malhotra noted that such an approach may work better for mid-budget films than big-budget ones, which often depend on upfront OTT deals for financial recovery. "Therefore, it's unlikely to serve as a viable financial model across the board, especially for films with higher break-even points. That said, it's an interesting and important experiment whose impact and sustainability will become clearer over time," he said.
Suniel Wadhwa, a veteran distributor, cofounder and director of Karmic Films, said: "Film distribution through YouTube may not be remunerative for all actors or producers. It is a long-gestation affair. It will work only for well-established or A-list actors who have a huge or unique following. Besides this, it will be a practical alternative only for producers who have capacity to wait and earn revenues in the long-term." Sitaare Zameen Par is said to have been made on a budget of under ₹100 crore. As an in-house production, Khan has reportedly waived his fee, potentially making the model more viable. The film has collected ₹166.2 crore in India and ₹263.7 crore worldwide, according to box office tracker Sacnilk.Malhotra added that while the pay-per-view model has been tried before, it hasn't gained traction, largely because audiences favour subscription platforms offering a wider content library.Ajay Phutane, a veteran of film distribution and marketing, said digital distribution is becoming increasingly important as theatre footfalls decline post-pandemic."The fall in theatrical viewership is directly tied to the rise in digital subscribers," he said. "A ₹99 pay-per-view release on YouTube is a significant step, especially given its vast reach. With many single screens shut and limited theatres in tier 2 and tier 3 cities, YouTube offers a more economical and convenient alternative as viewers can watch at their own time, place, and pace."
( Originally published on Jul 27, 2025 )