Aamir Khan Shifts Gears: From YouTube Success to OTT Sales
In a groundbreaking move, Aamir Khan has steered Bollywood towards a new digital frontier with his film Sitaare Zameen Par. Initially set as a YouTube-exclusive under a pay-per-view model, the veteran actor is now ready to explore a partnership with streaming giants.
From Defying Tradition to Setting a New Benchmark
Aamir Khan, a visionary in the industry, initially defied the tradition of selling digital rights by opting for direct consumer engagement through YouTube. His bold choice not only surprised many but also set a new benchmark as the film reported a phenomenal 20 times earnings compared to typical models in India.
Opening New Windows of Opportunity
Reflecting on this decision, Khan mentioned in an interview with Komal Nahta that he turned down a ₹125 crore offer from an OTT giant. His vision was clear: to experiment with digital releases at a time when pay-per-view models are largely unexplored in India. “I want to open one more window,” Khan stated, emphasizing strategic exploitation of a film by alternating between theatrical, pay-per-view, and OTT models.
The Return of Strategic Partnerships
After testing waters and showing promising results, Aamir Khan is now warming up to the idea of selling Sitaare Zameen Par’s digital rights. He noted that while the business model is in its infancy, the results indicated a positive trajectory. Moving forward, he affirmed, “I never said that I’ll never give my film to OTT.”
Industry Reactions: A Catalyst for Change
With the film grossing ₹266 crore worldwide, it sits comfortably as the third highest-grossing Hindi film of 2025. The industry is keenly observing Khan’s strategies as a precursor to potential shifts in how films can be marketed and monetized digitally. “It’s a good start. But if you look in terms of absolute numbers, is it worth sacrificing a deal of Rs. 125 crores? It’s still a work in progress,” he added, providing insight into the complexities of new cinema economics.
Here’s hoping Aamir Khan’s innovative approach becomes a roadmap for fellow filmmakers, redefining success metrics in the digital age of Bollywood.
According to Republic World, Khan’s choices may transform the entire landscape of film distribution.
