Post-Covid, the theatre market has changed drastically. Almost every Telugu producer and actor has spoken about how the rise of OTT has hurt theatres, and every actor in particular has expressed concerns about the theatrical system and revenues being affected badly.
One common point filmmakers keep highlighting is that if a film has any drag or boring moments, audiences in theatres immediately turn to their smartphones. Instead of staying with the film, they start scrolling reels, chatting on WhatsApp, or browsing other social media apps.
In a conversation with M9 News Executive, a top Prime Video India head, who chose to remain anonymous, explained that even OTT platforms face the same challenge. According to him, when films fail to hold attention, viewers at home also shift to their phones, disconnect from the film, and often skip forward. This habit reduces overall viewing hours, directly hurting a film’s performance on streaming platforms.
He stressed that smartphones are not just a threat to theatres, but equally to OTT viewership at home. Whether in a cinema hall or in the living room, only strong, engaging content can keep audiences invested. At the end of the day, it is content that drives results, regardless of the platform.
