The entertainment world is changing fast. Earlier, a newcomer’s success was judged by box office numbers and how many people watched their film in theatres. But with OTT platforms, things are different now. They give global reach, instant recognition, and more creative freedom, making OTT the first choice for many debut actors.
This week on Cinematic Saturday, we take a closer look at whether OTT platforms are truly a safe space for newcomers. India Today spoke to producer and film business expert Girish Johar, along with acclaimed actor Pankaj Tripathi, to understand their views.
OTT vs Theatres
The audience a newcomer reaches often determines the impact of their debut. In traditional cinema, theatrical releases expose actors to a wide, mass audience, testing their appeal and box office pull. OTT platforms, on the other hand, cater largely to younger, digitally-savvy viewers who consume content on-demand, often globally. This shift has created a new landscape for measuring a successful debut, with actors and creators needing to understand the nuances of each platform.
Girish Johar talked about how a successful debut can be measured in today’s OTT era. He explained, “It’s important to clarify the difference between OTT viewing and theatrical viewing. OTT, by and large, is a medium for youngsters who have access to the internet and digital devices, whereas cinema is considered a mass commercial medium. If an actor chooses OTT for their debut, it reflects their choice of the audience they’re catering to. On OTT you are addressing a niche segment, while in theatres you’re tested by a much wider set of audiences. The ability to sell a ticket in your name, on the strength of your performance and appeal, is still the true test of a star.”
Expanding on the scale and accessibility OTT provides, Pankaj Tripathi highlighted its global reach. “The reach of OTT has increased compared to theatres. No matter what we do, we can’t release our films in 200 countries through theatres. OTT releases are available in more than 200 countries,” he said.
Recent years have proved this shift. Suhana Khan and Agastya Nanda chose Netflix’s ‘The Archies’ for their debuts, marking a clear example of new-age talent opting for OTT to connect with younger audiences worldwide instead of traditional theatres.
Why OTT attracts producers?
Launching a newcomer in cinema has always been a high-stakes game. Theatrical releases require huge investments not just in production but also in marketing and distribution, making it risky for producers to back untested talent. OTT platforms, however, have changed this equation by providing financial support and reducing the burden on producers, making it easier to experiment with fresh faces.
Girish Johar elaborated on this advantage. “In pure economic terms, most OTT releases are either fully funded by the platforms themselves or they cover 70–80 per cent of the film’s cost. That makes it much easier for producers backing new talent. In theatres, on the other hand, you not only produce the content but also bear huge marketing and distribution costs – traditionally called P&A (print and advertising) costs – to promote your actors to a particular level. OTT helps offset that burden,” he explained.
This is perhaps why Aryan Khan also chose OTT for his directorial debut ‘The Ba***ds of Bollywood’, highlighting that even star kids and celebrity names see digital platforms as safer, low-risk grounds to experiment creatively.
Gaining experience and building confidence
For many newcomers, OTT platforms offer a safer space to experiment and refine their skills. Unlike theatrical releases, which expose actors to a mass audience immediately, OTT allows them to learn, take risks, and improve without the pressure of box office numbers. This makes digital platforms an attractive starting point for actors, writers, and directors who are just beginning their careers.
Girish Johar noted, “Many newcomers, actors, writers, directors are gaining experience on OTT first. They want to brush up their skills and be safe in terms of performance. Even if it’s bad, you can cover it up; if it’s good, you can build on it. But eventually, if you want Pan-India recognition, you’ll have to face the litmus test of the box office.”
OTT demands content and creativity
OTT audiences have a low tolerance for repetitive storytelling. With countless platforms and endless content options, actors and creators must bring innovation and freshness to stand out. This requires a balance of creativity, originality, and precision in storytelling.
Johar explained this competitive nature of OTT. “If you don’t try new stories, new ideas or a fresh point of view, why would someone watch you on OTT? Because OTT is also a market, an ocean of content available. You’re competing with Apple TV, HBO, Peacock, global platforms. On the palm of your hand, the viewer has endless options. So you must stand out; otherwise you’ll be lost like a drop in the ocean,” the business expert said.
Can OTT make stars?
While OTT platforms can provide visibility and reach, the question of whether they can create true stardom is more nuanced. Unlike theatres, where audiences invest time and money to watch a film, OTT allows viewers to switch content at will. This changes how stardom is built, making it dependent not only on talent but also on content quality and audience engagement.
Girish Johar believed that while OTT is valuable, theatrical releases remain the ultimate test for actors aiming for mass recognition. “Everyone has a phone and can watch on their own time. That’s a plus. But theatrical is still much wider, no two ways about it. It depends on what kind of actor you want to be. If you only want to cater to high-end, niche audiences, OTT is fine. But if you’re looking at a larger, mass audience, you can take experience from OTT and then do your mega outing theatrically. At the end of the day, theatrical gives you a pure standing. Many OTT actors are doing well, but they’re called actors, not stars. Stardom still comes from the box office,” he said.
He added further insight into the challenges of building a fanbase on digital platforms. “OTT is a growing medium. People are watching content left, right and centre. If an actor chooses to build his career on OTT, he can be a big star there. But remember, he’s competing not just locally but with the rest of the world. And the gestation period is short – if the audience doesn’t like something within 10–20 minutes, they swipe away. In theatres, the audience is more committed: they’ve bought a ticket, taken the effort to come, and will sit through most of the film. That commitment is part of what builds stardom,” he continued.
Pankaj Tripathi highlighted the crucial role of content and performance in digital success. “In theatres, if a ticket for a bad film is bought, you at least contribute to the collection. The weekend report comes out: this film made so much. But it’s hard to understand how that affects a common person’s life. OTT is an accessible medium with wide distribution, but keeping the audience engaged is challenging. If the content isn’t good, viewers will switch within a second – the consumer has the remote in their hands,” the actor added.
Global reach vs local mass appeal
OTT platforms offer unprecedented access to audiences worldwide, allowing actors and creators to reach viewers across continents. However, this global reach comes with challenges, as success depends heavily on the strength of storytelling rather than just star power or media hype.
Pankaj Tripathi explains the importance of content in capturing and retaining audiences. “The primary concern for OTT is storytelling, it doesn’t just respond to media hype. For example, ‘Criminal Justice 4’ became this year’s most-viewed show even as weekly episodes were released. That success is due to the content. Sure, my face might attract the audience initially, making them think it will be a different story, but to keep them engaged, good content is necessary, not me,” he said.
He also reflected on his own journey and the role OTT played in shaping his career. “Look at my own journey – I grew up in a village, and now I’m an actor. I think this became possible after 2018, and OTT has played a major role in this. Because when OTT came, it put up my hoardings. It started with ‘Sacred Games’, then ‘Mirzapur’, and later Hotstar’s ‘Criminal Justice’. So, I have been part of original shows on all three platforms.”
OTT as a stepping stone
OTT platforms have revolutionised the way newcomers enter and navigate the entertainment industry. With lower financial risks, creative freedom, and global reach, they serve as a safe and effective launchpad. However, theatrical releases still remain the benchmark for achieving pan-India stardom.
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