Bollywood icon Aamir Khan is once again changing the game by considering a groundbreaking distribution plan for his upcoming film, Sitaare Zameen Par. By exploring a YouTube Pay-Per-View film release roughly eight weeks after its theatrical debut, Khan is signaling a bold break from the conventional streaming model that currently dominates Bollywood. This approach highlights Aamir Khan pioneering YouTube Pay-Per-View film release as a new path for reaching audiences in India and beyond.
YouTube Pay-Per-View: Shaking Up Bollywood’s Status Quo
Reliable sources have indicated that Khan’s team is seriously evaluating the possibility of releasing Sitaare Zameen Par through YouTube’s pay-per-view feature, following its theatrical run starting June 20, 2025. Traditionally, major films transition to large subscription-based OTT platforms shortly after cinema screenings, but this new approach would bypass streaming giants altogether, providing audiences a one-time, affordable way to watch the movie online—no ongoing subscription required.
This strategic shift could prove especially significant in India’s Tier-2 and Tier-3 cities, where high subscription costs often prevent mass adoption of OTT platforms. By offering an accessible option on a platform as popular as YouTube, Khan’s move could open fresh avenues for both audiences and the film industry alike.
Direct-To-Audience Model: Empowering Filmmakers and Viewers
Over recent years, streaming platforms have grown more influential, shaping not just how movies are distributed but even affecting artistic decisions like casting, release dates, and run times. These dynamics have often limited creative freedom in favor of algorithm-driven strategies. Aamir Khan’s latest move offers an alternative—a model where the filmmaker retains control over pricing, promotion, and the timing of a digital release.
For decades, filmmakers have depended on middlemen – be it TV syndication or OTT – to reach audiences. If Aamir pulls this off, he cuts out the middlemen and opens a direct revenue channel between filmmakers and viewers and also retains the IP.
—Trade Insider
Protecting Theatrical Runs in a Digital Age
The advent of streaming has led to shrinking theatrically exclusive windows, usually forcing Bollywood films to appear online within six to eight weeks, even when box office demand remains strong. Aamir Khan’s envisioned pay-per-view rollout via YouTube offers flexibility, enabling producers to extend cinema engagements without pressure from OTT partners or rigid streaming contracts.
Khan is known as a steadfast advocate for the big-screen experience, believing that the essence of cinema is best enjoyed in a theater. This move aligns with his philosophy, allowing films to truly connect with live audiences before digital access becomes available. According to a close associate,
He wants the theatre experience to be the primary mode of cinematic consumption,
and they add,
The PPV model offers a flexible, non-intrusive digital follow-up, rather than a replacement.
Aamir Khan’s Legacy of Industry Innovation
Khan has a long history of rewriting industry norms—backing projects like Taare Zameen Par, pushing Lagaan to become India’s first official Oscar competitor, and achieving global recognition with Dangal. Each of his major risks has expanded possibilities for both commercial success and artistic achievement within Bollywood.
This time, the impact could be even broader, as Sitaare Zameen Par’s YouTube Pay-Per-View pathway has the potential to make digital distribution more inclusive, particularly in remote regions and areas with limited bandwidth, where traditional OTT services remain out of reach for many.
Pressure on Streaming Giants and the Significance Ahead
Khan’s innovation appears to have unsettled streaming leaders like Netflix, with Bollywood Hungama reporting that Netflix has significantly increased its offer to acquire Sitaare Zameen Par, hoping to secure exclusive digital rights and prevent a disruptive YouTube rollout. Yet, Aamir Khan is reported to value the broader industry impact over financial incentives.
Should this experiment succeed, experts believe it will inspire more filmmakers to pursue new channels, reduce reliance on dominant OTT platforms, and enable regional audiences to watch films without expensive subscriptions. The Indian film industry, already at a crossroads between tradition and digital innovation, is closely watching the developments around Khan’s latest venture.
A Path Forward for Indian Cinema
The entire Indian film fraternity—including key entities such as producers, filmmakers, cinema hall owners, and digital platforms—is following this situation closely. If Aamir Khan’s YouTube Pay-Per-View film release achieves the desired results, it could set a precedent for cost-effective, creator-driven content delivery. Theatres might once again become the prime space for cinematic events, while broader audiences from Tier-2 and Tier-3 cities gain easier access to new releases without the burden of OTT subscriptions. Aamir Khan’s venture could set in motion a wave of decentralization and democratization in film distribution, potentially reshaping not only how movies are released, but how stories are told and consumed across India.
