In OTT streaming, one big thing that happened is the emergence of transactional video on demand (TVoD), which is also called pay-per-view. Zee5 has introduced this in 2020. Eros Now and BookMyShow too followed suit. It is popular in the US and UK. A movie’s revenue stream has a major component of theatrical release — almost 67 per cent revenue. Digital releases contribute about 6 per cent of the total earnings. It is to be seen how TVoD creates an impact here. Theatre and digital releases is a hybrid model. To begin with, there is a theatrical release followed by an OTT premiere. Fresh releases could be shown through TVoD first and later through subscription libraries. TVoD empowers the audience to watch the content they pay for. Mostly digital releases happen after 6-8 weeks of theatrical release. This period could be shortened further, say for three weekends the movies are on the theatre circuit before putting them online. A smaller theatre window works better in favour of home viewing. Movies could be streamed for four weeks on pay-per-view basis and thereafter they are made available to paid subscribers.

TVoD appeals to an audience with a high disposable income. They can afford theatre but choose home viewing. It is a niche audience in India.