Southern stars turn to OTT as medium gains strength

Subscribe to enjoy similar stories. For years, South Indian cinema has thrived on a theatrical-first model, with a fiercely loyal audience that made the big screen the ultimate platform for stardom. Unlike Bollywood, where actors transitioned seamlessly between films and over-the-top (OTT), the South Indian star system remained firmly anchored in the theatrical experience.

Also Read | Why social media presence is gold for new actors But that’s changing fast. South Indian stars who have long been used to the strong theatre-going culture of the region are taking their first few steps towards streaming content. With mainstream names like Trisha, Keerthy Suresh, Vijay Sethupathi and Dulquer Salman featuring in OTT originals and those like Nayanthara also appearing in documentaries, entertainment industry experts say the popularity of southern content on streaming platforms is playing a role, as is the need for these actors to stay relevant among younger audiences, especially between film releases.

Older stars, however, have refrained from any OTT appearances. “The South Indian film industry, particularly in Tamil and Telugu markets, has a strong mass appeal. The theatrical business, backed by robust regional distribution networks, was lucrative enough for A-list actors to focus purely on the big screen.

The fear was that OTT might dilute their larger-than-life image, a crucial element of their fan base’s devotion," Rajnish Rawat, co-founder, Social Pill, a digital marketing agency, said. Also Read | Small southern films dubbed in Hindi make a splash amid Bollywood drought Over time, OTT has shifted from an alternative to a mainstream powerhouse, driven by three key factors, Rawat added. Post-pandemic audience behaviour has