In recent years, a clear pattern has emerged. Films that fail at the box office often find a second life on OTT platforms.
But this doesn’t apply to all films. Only those that were genuinely good—yet didn’t fit the theatrical viewing model—tend to get a second chance online.
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However, some outright bad films are suddenly labelled as “digital hits” once they release online. PR teams flood media channels with headlines like “Our film is receiving massive love on OTT!” This kind of narrative can be misleading.
There are three major issues with this trend.
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First, most films that were loved by audiences in theatres are also appreciated on OTT. That’s expected.
Similarly, some critically acclaimed films may not have attracted large footfalls in cinemas, but find appreciation when people watch them comfortably at home.
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However, it’s almost unheard of for a film that was completely rejected in theatres for being bad to become a genuine success on OTT.
In fact, OTT audiences are often more critical. There have been cases where films that worked decently in cinemas faced harsh backlash online.
So if a movie was trashed by theatre-goers, what really changed when it landed on streaming? Did the film magically improve? It’s hard to believe.
Second, OTT platforms don’t provide transparent viewership data. Everything relies on internal metrics that can’t be independently verified. So, when a platform claims a film is a hit, there’s no way to confirm it.
Third, platforms tend to aggressively promote certain titles—especially the ones they’ve invested heavily in.
These movies are pushed into trending lists and shown repeatedly through app banners and notifications. This creates the illusion of popularity, even when actual viewership may be average.
This kind of manipulation isn’t entirely new. In the past, producers used to claim “Housefull” shows even when theatres were half-empty.
Now, OTT is witnessing a modern version of that old trick. While some films genuinely find appreciation online, not every trending title reflects true success. Many times, it’s just smart PR and marketing.
