Kaleen Bhaiya Vs. Kohli in IPL 2024: Digital Dilemma of Entertainment

Recent stats reveal a sharp drop in digital revenue for media companies, with the share of revenue from selling content to OTT platforms falling from 48.6% in 2020 to 17.7% in 2023, according to a FICCI-EY study.

Manoj Singh
New Update
Tata IPL2024

TICE Creative Image

The much-awaited Indian Premier League (IPL) is all set to kick off on Friday, March 22nd, 2024. Star Sports will be broadcasting the TATA IPL 2024 live across India, while you can catch the action digitally on the  JioCinema OTT platform. This event is expected to have a big impact on cinema attendance and the way people watch movies and series on OTT platforms, prompting a call to action.

In a time where streaming platforms rule the roost, the call to return to cinema halls brings back memories of good times. However, Pankaj Tripathi's latest ad campaign, "Bada Dekho, Saath Dekho," for PVR INOX, goes beyond nostalgia. It sparks a conversation urging the Indian Film Industry to take action. Tripathi, popularly known as ‘Kaleen Bhaiya’ from popular OTT series Mirzapur, a household name known for his versatile performances, not only highlights the charm of cinema halls but also stresses the joy of watching movies on the big screen with others.

He puts it simply, "Movies are best enjoyed with others, not alone!" This sentiment captures what makes the cinema experience unique—a shared moment with like-minded folks, away from the distractions of home.

The Declining Cinema-Goers: A Deep Dive into India's Media Landscape

Beneath this marketing effort lies a deeper concern—the declining number of cinema-goers and its ripple effect on the entire media landscape. Recent stats reveal a sharp drop in digital revenue for media companies, with the share of revenue from selling content to OTT platforms falling from 48.6% in 2020 to 17.7% in 2023, according to a FICCI-EY study. The study also shows a decrease in the number of films released directly on streaming platforms, from 105 in 2022 to 57 the following year.

The changes in the OTT space are clear, with platforms now favoring big-budget or low-cost content, often banking on theatrical success for acquisition. This shift marks a significant change in how content is consumed and monetized. Industry experts emphasize this shift, stressing the importance of top-notch curated content in attracting significant investment. They highlight the emergence of a new content landscape where creativity thrives and old norms are shattered.

Cinemas vs. OTT: Navigating the Changing Entertainment Landscape

Despite the rise of OTT platforms, the appeal of cinemas remains strong. While footfalls may have dropped, box office collections continue to soar, driven mainly by higher ticket prices and the allure of star-driven entertainment. Viewers seem to prefer meaningful content on OTT platforms while keeping cinemas for larger-than-life experiences. In this evolving scenario, content creators face a dilemma—balancing wide reach with engaging, niche content. Sony LIV's recent hits, like "Raisinghani vs. Raisinghani" and "Maharani Season 3," underline the platform's commitment to delivering diverse and gripping stories.

As the industry heads towards unprecedented growth, projections paint a bright future for India's Entertainment & Media sector. According to the 24th annual PwC Report on Global Entertainment & Media Outlook 2023-2027, India's Entertainment & Media industry is set to reach INR 6,828,944 crore (US$73.6bn) by 2027, with an impressive 9.48% CAGR. Amidst this growth, the rapid rise of esports emerges as a game-changer, slated to debut as a medal sport at the 2026 Asian Games.

The Battle of Platforms: OTT vs. Cinemas in the Digital Age

However, within these projections lies a tale of contrast—the enduring charm of cinema halls juxtaposed with the convenience of streaming platforms. A PVR ad video posted on its YouTube The channel has garnered a total of 315,110 views and approximately 4 comments, all expressing a preference for OTT platforms over cinema halls. This mirrors the ongoing narrative within the Indian M&E industry. With the grand IPL season starting on March 22nd, 2024, a significant portion of the audience is expected to shift to OTT and sports channels, enjoying the entertainment from the comfort of their homes. So, who is going to win in this game between Kaleen Bhaiya and Virat Kohli? It’s an easy guess.

Join Our Thriving Entrepreneurial Community



Follow TICE News on Social Media and create a strong community of Talent, Ideas, Capital, and Entrepreneurship. YouTube  | Linkedin | X (Twittrer) | Facebook | News Letters