In the evolving landscape of Indian entertainment, acclaimed actress Shefali Shah has voiced a significant opinion about the changing dynamics of cinema consumption. As filmmakers continue to adapt to post-pandemic audience behaviour and shifting market patterns, Shefali believes that OTT platforms have emerged as a safer, more reliable, and creatively liberating space for small-budget films.
Speaking at a recent industry event, Shefali Shah highlighted how digital streaming platforms have redefined the fate of movies that traditionally struggled for visibility in theatres. According to her, the rise of OTT has not only democratized entertainment but has also opened doors for diverse stories, unconventional characters, and experimental filmmaking, something that mainstream theatrical cinema often fails to accommodate.
Shefali explained that the economics of movie production and distribution have changed drastically. For a long time, the film industry relied heavily on theatrical revenue for recovery. But now, with rising ticket prices, increasing competition, and the dominance of big-banner, star-driven projects, small-budget films face an uphill battle. She said that films without massive promotions or star power often disappear within a week of release, even if they carry strong content. OTT platforms, however, ensure that such films get space, time, and an audience that is willing to explore.
The actress also pointed out that OTT viewers are more open-minded and content-driven. Platforms like Netflix, Amazon Prime Video, and Hotstar have cultivated an audience that actively looks for high-quality storytelling rather than glamour or scale. This shift in mindset has benefited actors, writers, and directors who wish to break away from formulas and clichés. “A film that may not find screens in theatres can easily find lakhs or even millions of viewers online,” Shefali said, stressing the huge difference in reach.
She further elaborated that the pandemic accelerated this change. During lockdowns, audiences were forced indoors, and OTT became the primary source of entertainment. This exposure created a permanent shift in habits, with many people preferring to watch fresh releases at home instead of spending on theatre visits. Shefali believes this behavioural change is here to stay, and small films should wisely use this to their advantage.
Giving examples from her own journey, Shefali revealed that shows and films like Delhi Crime, Human, and Darlings found overwhelming global recognition because of their digital release. These projects, she said, would not have enjoyed the same level of international viewership through theatrical channels. OTT not only gives national visibility but also connects Indian creators with a worldwide audience. This global exposure helps elevate careers and encourages more ambitious storytelling.
However, Shefali clarified that she does not see OTT and theatre as competitors. Instead, she considers them two different ecosystems with unique strengths. Theatres, according to her, will always remain the home for big spectacle films, large-scale action dramas, and community viewing experiences. But for films made with limited budgets—especially those relying on strong narratives, realism, and intimate performances—OTT ensures both financial recovery and creative freedom.
She also addressed the fear among filmmakers that OTT might overshadow theatres entirely. She refuted this concern, saying that both formats can coexist beautifully. But the industry must accept that audiences have changed, and filmmakers should adapt to where their stories truly belong instead of forcing everything into the traditional theatrical mould.
In her concluding remarks, Shefali Shah emphasized the need for the industry to support and uplift smaller creators. She called OTT a “blessing” for new artists who often struggle to find buyers or distributors for their work. Through streaming platforms, these talents now have a space where they can experiment boldly, challenge norms, and still find an appreciative audience.
With the rise of independent cinema, regional content, experimental storytelling, and bold narratives, OTT has undoubtedly reshaped India’s entertainment future. And as Shefali Shah puts it, digital platforms are not just an alternative—they are the safest, smartest, and most promising route for small-budget films in today’s competitive industry.
