LIGHTS, CAMERA, YOUTUBE

YouTube might be the new stage for films, but without deep pockets and star power, most producers may struggle to find their spotlight

- 

The idea of YouTube becoming an alternative platform for film distribution after theatrical releases has been gaining traction lately. A big part of this buzz comes from reports suggesting that actor Aamir Khan might release his upcoming film Sitaare Zameen Par on YouTube after its run in theatres. If true, this would be a bold move, especially considering how dominant streaming platforms have become in recent years, offering producers a solid and structured distribution model.

But the big question is: Will the YouTube model actually work? Or is it something that only benefits A-list stars and well-funded producers who already have the clout to pull in massive viewership and ad revenue? One important aspect to consider is the role that streaming platforms - or streamers - have played in the film industry over the past few years. Once we understand that, it becomes easier to assess whether YouTube can step in and play a similar role in the current filmmaking ecosystem.

Post-pandemic, the economics of filmmaking has changed drastically. With a string of box-office failures in the Hindi film industry, traditional avenues of film funding started to dry up. Many producers were forced to sell stakes in their companies just to stay afloat and recover losses. A striking example of this is Karan Johar’s Dharma Productions selling a 50% stake to Adar Poonawalla’s Serene Productions. This was a major development and a clear sign that the industry had hit a critical point, where even long-standing, family-run production houses had to give up equity to pay off debt and keep operations running.