Sun NXT, the OTT platform from Sun TV Network, has rolled out a new pay-per-view model that allows producers to earn revenue based on viewing hours.
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Under this system, content creators receive Rs. 4 for every hour their content is streamed. This offers an alternative income stream, especially for those who may not secure traditional licensing deals.
While pay-per-view isn’t new to the Indian OTT space—platforms like Amazon Prime Video have previously explored it—Sun NXT’s move is notable for its focus on regional content.
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It provides a platform for small- to mid-scale producers to reach wider audiences without upfront licensing commitments.
Recent examples highlight the model’s potential. Kannada films like Case of Kondana have adopted this structure. The film grossed around Rs. 26 lakh from 4 crore minutes of streaming.
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This model allows producers to retain ownership of their content while earning based on viewer engagement. It also encourages the creation of diverse and niche content that may not always find space in mainstream distribution.
As competition in the OTT space intensifies, innovative revenue models like this could reshape how content is monetized and distributed in the Indian entertainment industry.
Sun NXT’s pay-per-view strategy brings both opportunities and challenges. On the positive side, it democratizes OTT access for smaller producers who may not land major licensing deals.
Since earnings depend on actual watch time, it rewards engaging content and offers long-term income potential.
However, this model also shifts the burden of marketing onto producers. Without strong promotion, even quality content could go unnoticed, resulting in poor returns.
Additionally, the fixed payout of Rs. 4 per hour may not be viable for big-budget films that rely on substantial upfront payments.
While this model empowers regional filmmakers and supports fresh, experimental content, it may not suit every type of production—especially those requiring guaranteed revenues from the start.
