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YouTube PPV: Aamir Khan & Pankaj Tripathi Lead Charge
18 May
Summary
- Aamir Khan used YouTube PPV for 'Sitaare Zameen Par'.
- Pankaj Tripathi launched 'Perfect Family' via YouTube pay model.
- Vikram Malhotra sees YouTube as a 'King Kong' distribution platform.
The potential of YouTube Pay-Per-View (PPV) is a significant discussion point in India's entertainment sector. Aamir Khan's decision to release 'Sitaare Zameen Par' via PPV in late 2025 marked a departure from traditional releases. This was followed by Pankaj Tripathi's 'Perfect Family,' which offered its initial episodes free before a paid continuation on YouTube.
Vikram Malhotra, CEO of Abundantia Entertainment, views YouTube as an immensely powerful platform for content distribution, describing it as a 'King Kong into Godzilla.' While open to using YouTube, he emphasizes matching content to the platform's strengths and audience behaviour. He noted the growing consumption on connected TVs, suggesting new avenues for long-form content.
Malhotra also raised a critical question about audience willingness to pay for premium YouTube content, given the platform's predominantly ad-supported consumption model. He stressed understanding each medium's inherent strengths before deciding on a paid or ad-supported approach for any project.
