Acquired films dominate OTT strategy

The mass appeal of movies remains unbeatable on video-streaming platforms, which got almost 70% of their views from films acquired after their release in cinemas even as they focused on commissioning original series for which they hold the intellectual property rights.

- Lata Jha

Content creators and platform executives said first-time subscriptions are taken when a big film is on offer. That said, originals are required to retain user engagement and sustain binge-watching between such film releases and are likely to emerge as a bigger priority.

"On most Indian OTT platforms, acquired films often dominate in sheer numbers. Originals contribute disproportionately to retaining subscribers and platform loyalty," said Rajat Agrawal, chief operating officer of Ultra Media & Entertainment Group, which owns OTT site Ultra Jhakaas.

"Typically, 60-70% of initial views go to acquired films, but 30-40% of engagement and binge-watching stems from originals. Acquired, big-budget films with star power have a wide and immediate appeal, driving spikes in viewership when released."