Big-banner dreams fade, but OTT stars keep their place—and pay

Even though India's video streaming platforms are slashing content budgets and green-lighting fewer shows, a core group of home-grown OTT stars—who shot to fame during the boom—are holding steady on pay, industry executives said.

- Lata Jha

OTT stars such as Jaideep Ahlawat or Pankaj Tripathi—who broke out on the digital medium and became synonymous with several OTT hits—continue to command hefty fees, sometimes up to ₹20 crore per season for popular shows like Paatal Lok and Criminal Justice.

In contrast, big-budget web originals featuring some of the top Bollywood celebrities, who were heavily promoted during the OTT surge a few years ago, appear to be gradually losing their relevance, as platforms now view their fees as cost-prohibitive.

One telling example is The End, Akshay Kumar's high-profile Amazon Prime Video debut announced in 2019, which remains unreleased six years later.

Platforms are tightening their purse strings across the board; however, data-driven insights into viewer engagement and retention seem to be insulating these digital-first actors—for now.