A Sudden Change in OTT Platform
In a significant development that has attracted the industry’s focus, Dhurandhar 2 has relocated its OTT launch from Netflix to JioHotstar. The choice occurs during fierce rivalry among streaming services in India.
Sources indicate the creators aimed for greater local presence and enhanced regional impact.
Reasons Why JioHotstar Was a More Logical Choice
JioHotstar presently holds a large user base in Tier 2 and Tier 3 markets. In contrast to Netflix, which primarily targets affluent urban viewers, JioHotstar provides broader accessibility with more affordable subscription fees.
Consequently, the producers recognized greater long-term value in collaborating with JioHotstar.
Music Rights Transferred to T-Series
With the OTT transition, Dhurandhar 2 has transferred its music rights to T-Series as well. This signifies a shift from the film’s previous digital approach.
T-Series’ significant presence on YouTube and audio services influenced the decision greatly. The label ensures quicker music reach and improved recall among large audiences.
Commerce Over Identity
Experts in the field claim that the decisions were influenced by the potential for business growth rather than brand affiliation. Following the immense success of the initial film, the sequel seeks to enhance its exposure across various platforms.
This approach is in harmony with the film’s broader business goals.
Implications for the OTT Market
The action underscores a changing trend in which major sequels are no longer tied to one streaming service. Rather, creators are opting for platforms that provide improved reach, profit sharing, and marketing assistance.
Currently, Dhurandhar 2 represents one of the largest instances of this developing OTT power dynamic
