Just as smaller films often become sleeper hits in theaters despite big-budget competition, streaming platforms are seeing a surge of success for low-budget, non-star shows.
This shift highlights a growing trend of content thriving on its own merits rather than on aggressive marketing or star power.
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A big media consulting firm reports that for the week of July 29 to August 4, several medium-budgeted OTT originals made significant strides in viewership.
Titles like Commander Karan Saxena (3.8 million views), Raisinghani vs Raisinghani (2.5 million views), and Tribhuvan Mishra CA Topper (1.6 million views) achieved notable success without the backing of major stars or extensive promotional campaigns.
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Entertainment industry experts attribute this success to the power of compelling storytelling and effective use of OTT algorithms.
Stars do bring their own audience pull, but it’s compelling storytelling that truly drives audience engagement and that’s the beauty of the OTT landscape that allows diverse, high-quality stories to shine without relying solely on blockbuster names.
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This democratization of content is evident in the popularity of diverse shows across languages, including Rangbaaz, Mukhbir, Tripling Season 3, Lakadbaggha, Pranaya Vilasam, and Writer Padmabhushan.
Industry experts note that the success of these shows often stems from their well-executed content and accessibility on ad-supported platforms. This model allows for broader reach and greater flexibility.
The evolving landscape of content promotion reflects a clear divide between high-budget spectacles and smaller, targeted releases.
While major productions like Heeramandi or Mirzapur naturally generate buzz through significant marketing efforts, smaller shows are benefiting from hyper-targeted digital campaigns that speak directly to niche audiences.
The science behind targeting specific viewers and fostering word-of-mouth is crucial for these non-star shows. Also the lack of content featuring big stars in theaters has opened up space for non-star shows to attract viewers.
