Since the pandemic, audiences have increasingly turned to digital entertainment, leading to a booming demand for OTT content. Streaming giants like Amazon Prime Video and Netflix are investing heavily in acquiring the rights to Indian films, especially regional cinema. This gold rush has encouraged Telugu film producers to greenlight multiple projects banking on lucrative OTT deals.
However, the tide is now shifting. OTT platforms are no longer just buying content — they’re beginning to call the shots.
In a new trend that’s raising eyebrows, streaming companies are starting to dictate terms, including the release timeline and even creative aspects of the film. One of the latest developments is that digital platforms now want access to the script during its development stage. Producers are being asked to submit bound scripts well in advance to secure deals, with the platforms suggesting changes if necessary. These suggestions aren’t optional — filmmakers are expected to make revisions based on OTT feedback.
This growing influence signals a deeper involvement from OTT platforms in the filmmaking process — from script to screen. While this may ensure commercially viable content for the platforms, it could potentially stifle the creative freedom of directors and writers, who may feel pressured to tailor their vision to meet corporate demands.
As OTT platforms continue to dominate the content landscape, the Telugu film industry finds itself at a crossroads — balancing commercial viability with creative integrity.
