Why direct-to-OTT films can't match the pull of web series

Unlike long-format series that generate conversations, movies have a shorter window to create impact

- Lata Jha

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 streaming straight on OTTs often have to battle the perception that they are not good enough for theatres. Add to it the fact that the buzz around a 2-to-3-hour feature dies down sooner.