After the pandemic, the top digital platforms have shifted their focus towards Indian films. They established their office spaces and hired teams for every regional language. They started acquiring the digital rights of regional films like Telugu, Tamil and Malayalam. Some of the rights surpassed several Hindi films and this turned out to be a huge relief for the producers. Soon, Tollywood producers started investing big money on films after they started calculating the digital rights. The stars too demanded big money and it was not a stress for the producers because of the big digital deals.

Soon, the producers started doing multiple films so that they can cash on the digital deals. With too many films in the making, the digital platforms have turned selective and started rejecting the OTT deals. They have kept a track on the previous films of the actors, directors and producers. The digital giants also have acquired the rights of biggies for exorbitant prices and they lost the bet. There is a pressure mounting on the teams from the digital platforms after which things changed since the past one year.

The size of the teams have been slashed in the process of cost cutting by the digital platforms. Hotstar was under collaboration with Jio and the merging process has delayed their deals with the producers. Jio Plus Hotstar is now active in the game. Aha is staring at losses and they are out from the big game. They are focused on small films. Zee Studios is into active production and they are investing on the films rather than acquiring the digital deals.

Amazon and Netflix will have their budgets for Indian films and this is quite less when compared to the films that are made every year. The producers are now suffering after OTT platforms are selective. The digital giants are also imposing new rules, cutting down the prices as per the theatrical run and they are dictating the release dates. A lot has changed in the past couple of years in the Indian digital space.