OTT platforms and movie studios are encountering significant hurdles in marketing and box office performance. Due to budget cuts and difficulties in predicting movie success, many new releases are not receiving adequate promotion. OTT services are now focusing their efforts on only a few major titles each quarter, leading to many new shows and movies going unnoticed. Theatrical releases also lack the extensive promotions, such as TV appearances and outdoor ads, that were once common.
Recent excitement around cinema and OTT content has diminished, with only high-profile releases like *Kalki 2898 AD* and major web series such as *Heeramandi* drawing attention. As studios and OTT platforms grapple with financial issues, marketing budgets are often the first to be reduced. Smaller and mid-sized films, which do not feature big stars, struggle to gain attention unless they receive exceptional word-of-mouth.
Following a surge in viewership during the pandemic, OTT platforms are now experiencing a decline in subscribers or stagnation, with only their most dedicated users remaining. Major platforms like Netflix and Prime Video mainly promote high-budget productions, creating a “paradox of choice” where the sheer volume of content makes it challenging and costly to generate buzz for every release.
To cope, platforms are focusing their marketing efforts on projects with the highest return on investment. Big productions with strong visual appeal such as Kalki or Heeramandi benefit from substantial marketing budgets, making them more noticeable. For smaller projects, marketing strategies are shifting towards targeted approaches, including social media influencers and specialized online ads.
Performance marketing costs, which involve acquiring new subscribers, are rising and may be affecting marketing budgets. Platforms are investing in personalized recommendation systems to help content discovery. While strong marketing can boost initial viewership, high-quality content often finds its audience over time. Overall, streaming services prioritize big-budget projects, making it challenging for smaller releases to stand out in the crowded content landscape.
