Films of Bollywood stars shine on OTT platforms but their web shows falter

Introduction

As the digital entertainment landscape in India continues to evolve, Over-The-Top (OTT) platforms have emerged as a powerful medium for film distribution and consumption. In this ecosystem, Bollywood stars are enjoying significant viewership success with their films. However, when these same celebrities venture into long-format web series, the response tends to be underwhelming. The stark contrast between the success of their films and the lukewarm reception of their shows raises questions about the dynamics of content consumption, storytelling formats, and audience expectations in the digital era.

Bollywood Stars on OTT: Box Office Recreated Digitally

Films headlined by Bollywood stars such as Shah Rukh Khan, Salman Khan, Alia Bhatt, and Kartik Aaryan have seen high traction on OTT platforms. Be it direct-to-digital releases or post-theatrical premieres, these movies benefit from star power, promotional budgets, and loyal fanbases. For instance, Alia Bhatt’s Darlings on Netflix was a digital success, and Bhool Bhulaiyaa 2 starring Kartik Aaryan topped streaming charts after its theatrical run.

“OTT audiences still respond strongly to star-driven cinema. The format allows for a quick consumption of familiar entertainment, and when a big name is attached, it assures quality and fan interest,” says Mehul Shah, a senior entertainment analyst at Ormax Media.

Platforms like Netflix, Amazon Prime Video, and Disney+ Hotstar actively invest in such projects, knowing they bring high initial engagement and visibility. For stars, OTT has opened a new monetization avenue while expanding their audience beyond theatre-goers.

Star-Led Web Series: Big Hype, Small Returns

In contrast, Bollywood stars' web series outings have failed to replicate the magic. High-profile series like The Night Manager (Aditya Roy Kapur, Anil Kapoor), Rana Naidu (Rana Daggubati, Venkatesh), and The Fame Game (Madhuri Dixit) opened to lukewarm reviews and modest audience interest.

“The long-format structure requires character depth, layered writing, and gradual pacing, which some mainstream stars aren’t used to. A film’s charm doesn’t always translate well over 6–10 episodes,” notes Priya Kaul, content strategist and OTT consultant.

Viewers have increasingly shown preference for web series featuring relatively lesser-known but dedicated actors—like Panchayat (Jitendra Kumar), Rocket Boys (Jim Sarbh), and Mirzapur (Pankaj Tripathi)—that focus on grounded storytelling over star wattage.

Moreover, many of these celebrity-driven shows appear to be an extension of their screen personas, lacking freshness or risk-taking. Audiences, particularly the urban OTT demographic, expect innovation, realism, and compelling arcs—factors that can fall short when star vehicles rely heavily on image maintenance.

Audience Dynamics and Viewing Behaviour

The OTT audience, though varied, increasingly leans toward authenticity and relatability. Star-led films serve as weekend watch options or family entertainers, while series require deeper emotional investment and binge-worthiness.

“Web series ask for time, consistency, and attention. A big star may pull a viewer in for the pilot episode, but if the narrative doesn’t grip them, they won’t continue. That’s where newer actors and edgier stories win,” explains Radhika Menon, founder of ScreenCraft Consulting.

OTT users are typically more discerning and exposed to global content. Shows like Breaking Bad, The Crown, or Succession have raised the storytelling bar. Indian shows are now judged on the same scale.

Investor and Industry Outlook

Despite mixed outcomes, platforms are unlikely to pull back entirely from casting A-listers in web series. The initial eyeball draw is still valuable, especially for subscription growth and brand partnerships. However, the industry is expected to pivot toward better writing and director-led content.

“With the rise of data-driven decision-making, platforms are becoming cautious. Greenlighting projects just because of a celebrity name is no longer enough. We’re seeing more collaborative approaches between writers, directors, and actors,” shares Avinash Gupta, OTT production executive at a leading streaming firm.

From an investor standpoint, OTT platforms are recalibrating ROI metrics. Subscription revenues, completion rates, and social media engagement are now being prioritized over just opening-week hype.

The lesson seems clear: star power may guarantee visibility, but not sustainability. As platforms push for stickiness, storytelling, craft, and authenticity will increasingly determine success.

The Road Ahead

For Bollywood celebrities, success on OTT will depend not just on who they are, but what kind of stories they choose to tell. Many stars are already recognizing this shift. Saif Ali Khan’s Sacred Games, one of the few hits in the category, worked because it broke his image and was rooted in strong writing.

As viewer expectations evolve and content fatigue sets in, stars who are willing to adapt, shed vanity, and immerse themselves in character-driven narratives may find long-term success in the web series domain.

Ultimately, the digital medium rewards substance over spectacle—an insight Bollywood’s finest may need to embrace fully.