The digital players like Amazon Prime and Netflix have hired strong teams to buy Indian films. The producers made big money through these rights after the pandemic and they have recovered a major budget from their films through these non-theatrical rights. Soon, our actors have hiked their fees irrespective of their market potential and the success. Now, the producers are left in a lot of stress after the digital players are imposing a lot of restrictions. Their dominance is really frustrating the Indian producers. The OTT players are now dictating the release dates and are ready to offer comfortable pay only if the producer agrees for the suggested date.

These dates are getting finalized based on the digital streaming charts of the OTT players and not based on how the film fares in theatres as per the holiday season. Amazon and Netflix are dominating the producers. Several Tollywood producers have expressed their frustration on public platforms. Some of the digital players are slashing down the deals if the films’ release is pushed. With no other options, the producers have to bend down for the restrictions and agree to them. The digital deals were closed soon after the film was launched but they are now being made after the teaser or trailer is out. For some of the films, the OTT players are demanding the producers to show the entire film which is a risky affair.

Going with the trend, the producers are facing several challenges to close the digital deals.