Aamir Khan on ditching OTT: ‘Pay-per-view is how India watched films for 100 years, now it’s YouTube’s turn’

In a groundbreaking shift for film distribution in India, Aamir Khan has announced that his latest hit, Sitaare Zameen Par, will bypass traditional streaming platforms and release exclusively on YouTube under the pay-per-view model starting August 1. The film, which earned more than ₹250 crore at the box office, will be available to rent at ₹100 in India, with pricing adjusted for 38 global markets including the U.S., the U.K., Canada, and Australia.

This move marks the first time a major Indian theatrical release has opted for YouTube’s transactional video-on-demand (TVOD) model instead of established OTT platforms. Khan, speaking at a press event in Mumbai, said the decision was born out of a long-standing desire to make films more accessible to people who cannot visit theatres due to geography or personal constraints.

“For 15 years, I’ve been looking for a way to reach audiences who can’t get to cinemas,” said Khan. “Now, with deeper internet access, UPI penetration, and YouTube’s reach, the timing is finally right.”

The film will be available for rental only, not for purchase. Once rented, viewers will have 30 days to begin watching and 48 hours to finish once started. Khan said this mimics the traditional theatrical model: “You buy a ticket, watch it once. We’re just bringing that experience online.”

“Audiences in India have watched films on a pay-per-view model for 100 years—first in theatres, now on YouTube. At ₹100 for a one-time view, it becomes ₹25 or less per head for a family. That’s affordable and sustainable for both creators and viewers,” Khan added further.

Directed by R.S. Prasanna and written by Divy Nidhi Sharma, Sitaare Zameen Par is a spiritual sequel to Taare Zameen Par and stars Aamir Khan, Genelia Deshmukh, and 10 debutants with intellectual disabilities. The film has been widely praised for its message of inclusivity and warmth.

While acknowledging the experimental nature of the move, Khan said the venture could set a new precedent in film distribution. “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.”

Following Sitaare Zameen Par, Aamir Khan Productions plans to release Lahore 1947 and Ek Din under the same model post their theatrical runs.

YouTube India’s country managing director, Gunjan Soni, called the move a milestone, noting that the platform already reaches four out of five Indian internet users over 18. Globally, entertainment content on YouTube sees over 7.5 billion daily views.

Khan, meanwhile, revealed broader plans for Aamir Khan Talkies, a dedicated YouTube channel that will host his older films, including Lagaan, Dangal, and Peepli Live, as well as productions by his father Tahir Hussain, such as Caravan and Anamika. Some of this content will be free, including episodes of Satyamev Jayate, while others will follow the pay-per-view model.

Importantly, Khan said the initiative will also support emerging filmmakers. “If we find their work compelling, we’ll host it on our platform and share most of the earnings with them,” he added.