Theatres Back as Key Drivers of Film Revenues While OTT Cools

The satellite TV market has cooled and music rights are on the decline, while OTT platforms have become selective

- Lata Jha

Movie theatres, forced to play second fiddle to streaming platforms and satellite television during the pandemic, appear to have made a roaring return.

Filmmakers are reverting to theatres-first release and revenue strategy, as digital platforms and satellite television, which used to shell out huge sums to acquire rights for Bollywood movies not too long ago, have turned cautious, according to the Ficci-EY media and entertainment report 2025 that was released in March.

The satellite TV market has cooled precipitously and music rights are on the decline, while over-the-top OTT platforms have become selective, reducing their contribution to a film's overall revenue to 30% or less, compared to over 50% during the pandemic. This means that cinemas are back to bringing the biggest chunk of returns, prompting filmmakers to begin to produce and market films for theatres first.