Southern Stars Turn to OTT as Medium Gains Momentum

OTT also offers upfront fixed payments, ensuring predictable income, industry experts say

- Lata Jha

For years, South Indian cinema has thrived on a theatrical-first model, with a fiercely loyal audience that made the big screen the ultimate platform for stardom. Unlike Bollywood, where actors transitioned seamlessly between films and over-the-top (OTT) platforms, the South Indian star system remained firmly anchored in the theatrical experience.

But that's changing fast. South Indian stars who have long been used to the strong theatre-going culture of the region are taking their first few steps towards streaming content. With mainstream names like Trisha, Keerthy Suresh, Vijay Sethupathi and Dulquer Salman featuring in OTT originals and those like Nayanthara also appearing in documentaries, entertainment industry experts say the popularity of southern content on streaming platforms is playing a role, as is the need for these actors to stay relevant among younger audiences, especially between film releases. Older stars, however, have refrained from any OTT appearances.