The Shifting Landscape of Indian Entertainment: Theatrical Footfalls, OTT Growth, and the Future of Small-Budget Films (2015–2024)
Abstract India’s entertainment industry has transformed dramatically from 2015 to 2024. Movie hall footfalls declined from 1.2 billion to 924.9 million, driven by rising ticket prices, single-screen theater closures, and competition from Over-The-Top (OTT) platforms. OTT viewership surged from 280 million users in 2018 to 547.3 million in 2024, fueled by affordable data and regional content. The top 10 blockbusters now account for 42–46% of theatrical revenue, up from 35–40% in 2015, marginalizing small-budget films (under ₹15 crore), which increasingly find profitability on OTT with deals of ₹3–15 crore. This study analyzes these trends, evaluates OTT’s impact on theaters, compares revenue streams, and assesses small films’ strategic shift to OTT, projecting a 2030 outlook of coexistence driven by innovation and regional strategies. Insights from industry experts enrich the analysis, offering a nuanced view of this evolving landscape. 1. Introduction India’s entertainment indust...