Since the COVID-19 pandemic, India’s film-watching culture has undergone a visible shift. While big-screen blockbusters remain a draw, more viewers are choosing shorter films on OTT platforms — typically under two hours — over lengthy theatrical releases. This change is supported by measurable trends in the entertainment industry’s official reports.
The Data Backing the Shift
According to the FICCI-EY Media & Entertainment Report 2024, India’s OTT subscription base crossed 130 million in 2023, marking strong year-on-year growth. The Broadcast Audience Research Council (BARC) India and platform data indicate that shorter content formats — including films and series episodes under 120 minutes — enjoy higher completion rates than longer content, though exact figures vary by platform.
Even major theatrical hits see a significant second life online. For example:
- Pathaan (2023) became one of the most-watched films on its OTT release, according to Prime Video India.
- Leo (2023) saw high streaming numbers on Netflix India, following a strong theatrical run.
Why This Shift is Happening
1. Lifestyle Changes
The pandemic normalised remote and hybrid work for many urban Indians, reshaping leisure patterns. Shorter films fit more easily into busier, fragmented daily routines.
2. OTT Content Investment
Streaming platforms have increased investments in direct-to-digital films. High production quality and star-led casts are no longer exclusive to theatrical releases.
3. Cost Considerations
A family trip to a multiplex in metro cities often costs over ₹1,000–₹2,000 (tickets and snacks), while monthly OTT subscriptions start at ₹149–₹299.
Impact on Indian Cinema Culture
Long-format films have been a staple of Indian cinema for decades, often designed with intermissions and elaborate song sequences. However, shorter narratives on OTT platforms are proving that compelling stories don’t require three hours to resonate.
Critics are divided. Some see it as a loss of the grand, immersive experience that defines Bollywood and regional blockbusters. Others believe it forces filmmakers to be more efficient, ensuring that “every scene earns its place.”
The Bottom Line
Theatres are still far from obsolete — major releases continue to draw crowds, especially for event films. But the comfort, affordability, and time efficiency of short OTT films mean this trend is unlikely to reverse. As India’s entertainment industry adapts, both formats may coexist, with audiences enjoying the best of both worlds.
By – Nikita