YouTube Plan Backfires: Aamir Now Looking for OTT?

Aamir Khan’s latest release Sitaare Zameen Par took an unusual route. Instead of striking a massive OTT deal worth up to ₹125 crore, the actor opted for a pay-per-view release on YouTube. After mixed results, Aamir is now rethinking his strategy and has opened the door for an OTT release.

Speaking on the Game Changers podcast, Aamir explained that he was not against OTT platforms but wanted to experiment with release windows. His plan was theatrical release first, then pay-per-view, followed by OTT and satellite. He argued that this order could protect theatre footfalls, which often drop when audiences wait for quick digital releases.

Citing examples from abroad, Aamir suggested that India could adopt the PPV model, especially with UPI making online payments seamless. However, he admitted that while Sitaare Zameen Par earned 20 times more profit than the average PPV stream in India, the absolute revenue was still far below the large OTT offers he had rejected.

Interestingly, Aamir justified choosing YouTube because of its massive active user base, larger than all top OTT platforms combined. Yet critics have called him inconsistent, pointing to his frequent changes in stance after unexpected results.

Now, with the film’s OTT release back on the table, the question is whether Aamir’s hybrid release strategy will shape India’s future film distribution, or if OTT giants will continue to dominate over PPV experiments.