Cracked Windowing: OTTs As A Major Disruptor Of Media Distribution Models

As one of India's fastest-growing industries, the Media and Entertainment sector is projected to reach INR 3 trillion by 2026. A significant portion of this rapid expansion is attributable to the evolving methods of content distribution that filmmakers employ to maximize profitability after a film's release. Due to the ever-evolving market dynamics, over-the-top (OTT) platforms like Netflix, Amazon Prime, and Disney+ Hotstar have dramatically transformed how audiences consume films, significantly disrupting the traditional windowing model of film distribution.

Traditionally, film distribution models, known as windowing, followed a linear sequence: theatrical release, followed by DVD sales, and then satellite broadcasting. However, the OTT sector emerged as a major disruptor to this established model. Gaining significant traction in early 2019 and becoming indispensable by 2022 due to the pandemic, OTTs introduced a new approach known as accelerated windowing.