Aamir Khan ditches OTT for 'Sitaare Zameen Par', says "Now it's YouTube's turn"

Ditching the traditional OTT platforms, Aamir Khan has announced that his latest hit film 'Sitaare Zameen Par' will exclusively stream on YouTube under the pay-per-view model from August 1, 2025. It is said to be a groundbreaking move for film distribution in India, which will redefine content accessibility and streaming. 

Sitaaqre Zameen Par grossed over Rs 250 crore at the box office. Now, it will be available on YouTube at a rent of Rs 100 in India. For other countries across 38 global markets, including the US, UK, Canada, and Australia, the prices will be adjusted accordingly. 

This is the first time that a major Indian theatrical film will be released for YouTube's transactional video-on-demand (TVOD) model, instead of opting for a traditionally established OTT (Over the top) platform. It will be available for rent only, not for purchase. And once rented, a viewer will have 30 days to start watching it, and 48 hours to finish.

Speaking at a press event in Mumbai, Aamir Khan revealed that his decision was after a long-standing desire to make films more "accessible" for those who are not able to visit theatres due to geography or personal constraints. 

He said, "For 15 years, I have been looking for a way to reach audiences who can't get to cinemas. Now, with deeper internet access, UPI penetration, and YouTube's reach, the timing is finally right." 

Khan stated that this kind of release resonates with the traditional theatrical model: "You buy a ticket, watch it once. We are just bringing that experience online." He added, "Audiences in India have watched films on a pay-per-view model for 100 years - first in theatres, now on YouTube. At Rs 100, for a one-time view, it becomes Rs 25 or less per head for a family. That's affordable and sustainable for both creators and viewers." 

Khan called it an experimental move that can set a new precedent in film distribution in India, saying, "Maybe five people will watch, maybe five crores; we don't know. But, if it works, it can open up creative avenues for many others." 

After Sitare Zameen Par, Aamir Khan's production house will release Lahore 1947 and Ek Din under the same theatrical models post their theatrical run. In fact, the broader plan is to re-release his older films on Aamir Khan Talkies (a YouTube channel). This includes Lagaan, Dangal, Peepli Live, and some of the productions of his father, Tahir Hussain. There will be free content on the channel, like some episodes of Satyamev Jayate, while others will be under the pay-per-view model. 

Aamir Khan has also said that with this initiative, his production house will support emerging filmmakers. Adding, "If we find their work compelling, we will host it on our platform and share most of the earnings with them." 

YouTube reaches four out of five Indian users above 18 years of age. There are 7.8 billion daily views on YouTube in the world every day.