OTT platforms and movie studios are facing challenges with marketing and box office returns. As they cut back on spending and struggle to predict movie success, many new releases aren’t getting much attention due to limited marketing.
OTT platforms are now promoting only a few major titles each quarter, causing many new shows and movies to go unnoticed. Theatrical releases also lack the large-scale promotions for all films, such as TV appearances and outdoor ads, that used to be common.
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The excitement around cinema and OTT content has been low recently, except for major releases like Kalki 2898 AD and high-budget web series like Heeramandi.
With studios and OTT platforms struggling financially, marketing budgets are often reduced first.
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Small and mid-sized films, without the instant buzz of stars like Shah Rukh Khan or Ranbir Kapoor, don’t attract much attention unless they generate exceptional word-of-mouth.
After a pandemic-driven surge in viewership, OTT platforms are now seeing either a significant drop in subscribers or stagnation, with only their most dedicated users staying.
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Only major platforms like Netflix and Prime Video actively promote their shows, but they also focus mainly on high-budget productions.
The industry faces a “paradox of choice” where the abundance of content makes it hard and costly to generate buzz for every release. As a result, platforms are focusing their marketing efforts on projects with the best return on investment.
Big, visually impressive productions like Kalki or Heeramandi benefit from their appeal and substantial marketing budgets, making them stand out more easily.
For smaller productions, marketing is shifting towards targeted methods, like using social media influencers and specialized online ads, instead of broad, expensive campaigns.
OTT platforms rely heavily on algorithms to boost content success. Shows or movies that appeal to a small, dedicated audience can gain popularity through recommendations, leading to “sleeper hits” that gain traction through word-of-mouth and algorithmic promotion.
Performance marketing, which involves the cost of acquiring new subscribers, is rising. This increased cost may be contributing to stagnating marketing budgets.
The platforms are investing in content discovery through personalized recommendation systems. Strong marketing can boost initial viewership, but high-quality content often finds its audience eventually.
Overall, streaming services are focusing on big-budget projects for maximum impact, while smaller releases receive more targeted marketing.
However, with so much content available and intense competition, it’s harder for smaller productions to stand out, making it difficult for viewers to discover new and diverse content.
