Why OTT original films are no match for long-running web series
Subscribe to enjoy similar stories. NEW DELHI : Feature films released directly on streaming platforms are struggling to compete with long-format web series that run into multiple seasons and episodes, keeping audiences engaged with an ongoing storyline. According to a report by media consulting firm Ormax, the most-watched Hindi language original movie on OTT in 2024, Do Patti, garnered a viewership of 15.1 million, half that by the most-watched Hindi web show Mirzapur.
Entertainment industry experts say that the established franchise value and multi-episode storytelling of a series benefit new seasons in terms of instant eyeballs. By contrast, films that stream straight away on OTT platforms often have to battle the perception that they are not good enough for theatres. Add to that the fact that the buzz around a two- to three-hour feature dies down sooner.
The trend of direct-to-digital films took off during the pandemic when movie theatres were shut. However, with cinemas now operating as usual, filmmakers prefer taking movies to the big screen first, and those that stream on OTT directly are seen as exceptions that could not find theatrical space. This, in turn, often means the buzz around them is muted.
“OTT original films have seen viewership challenges, and this is not surprising. Series formats inherently have higher repeat engagement, social buzz, and a longer shelf life, as they offer an ongoing storyline that keeps bringing audiences back," said Kaushik Das, founder and CEO of AAONXT, a platform specialising in Odia content. Unlike long-format series that generate conversations, films have a shorter window to create an impact.
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