The OTT players are quite selective now and they are not interested in buying each and every film in Indian cinema. Several Tollywood producers are currently tensed about the digital deals. After a huge decline in the satellite market, the producers are relying on the OTT revenue. With the number of films under production increasing every year, the digital players are selective and choosy. If the film gets buzz, one among the digital players are acquiring the OTT rights for crazy prizes. Else, they are insisting the producers to release on pay per view basis.

The pay per view basis too is a decent deal but the producers will get money on a long term basis. Amazon is streaming hundreds of small-budget Telugu films on a pay per view basis. The platform paid Rs 4 per minute last year and it has reduced it to Rs 2 per minute considering the hundreds of films available in the market. Telugu digital platforms like Aha and ETV Win too are releasing small films on pay per view basis. After the merger of Jio and Hotstar, the new digital platform will open deals from April. Disney Plus Hostar did not acquire any new biggies. Zee Studios is aggressive this year. For now, the OTT players are marketing with two options: A Crazy deal or a Pay Per View deal.