Record box office fails to revive OTT and satellite rights deals

India's box office grossed Rs 6,398 crore in the first half of 2026, the highest post-pandemic period, surpassing 2025 by nearly Rs 650 crore. Despite this boom, demand for OTT and satellite rights remains cautious, with streaming rights falling by an estimated 50% and satellite rights by 70-80% from pandemic peaks, according to trade experts.

Filmmakers and studio executives say a few hits raise the ceiling, but consistency is needed to raise the floor, and the industry is not there yet. Buyers now link value to demonstrated audience love rather than promise, with performance-linked pricing becoming common. Large films with stars and scale are easier to monetize, while mid-budget films need theatrical validation.

Rohit Dalmia of CineNow noted that successful theatrical runs improve negotiating leverage but have not restored the pre-sale market. Narendra Hirawat of NH Studioz said the days of irrational bidding are over, with platforms evaluating projects on content and commercial fit. Music rights remain a stronger category, with reported tentpole deals reaching Rs 50-75 crore.