Aamir Khan releases Sitaare Zameen Par on YouTube, what it means for Digital Streaming in India

Aamir Khan

Bollywood superstar Aamir Khan left everyone surprised with his decision to release his latest hit film, Sitaare Zameen Par, on YouTube after a successful theatrical run.

Aamir Khan's decision to release the movie on YouTube instead of an OTT platform marks a big change in how Bollywood movies are released and distributed in the country.

Aamir Khan is known for changing the way stories are told and how content is made with his hit movies like Lagaan, Taare Zameen Par, and Dangal in the past.

Now, he's trying out a new business model that puts reach and effect ahead of traditional revenue streams.

Aamir Khan recently spoke about the reasons, business sense, and long-term goals behind this game-changing move and what it could imply for the future of Bollywood and OTT.

Sitaare Zameen Par, which has surpassed Rs 261 crore worldwide at the box office, is now available for rent at Rs 100 in India and in 38 international markets, including the U.S., Canada, U.K., Australia, Germany, Indonesia, Philippines, Singapore and Spain. There will be localised pricing for each territory.

Its release on YouTube also allows immediate mass accessibility, potentially reaching millions without subscription fees, especially in Tier 2 and Tier 3 cities.

More Access, Less Exclusivity

Aamir Khan says that the main reason for bypassing OTT partnerships and theatrical premieres was to make things easier for people.

"This movie, like Sitaare Zameen Par, talks to every family, every child, and every parent. I wanted it to get to individuals who might not be able to go to the movies or pay for a subscription. YouTube has that. "It's free, it's quick, and it's worldwide," said Aamir Khan.

According to Aamir Khan, the main reason for this choice is to make content more accessible to everyone. And this might be the start of a new type of socially aware film in a country where a lot of people have access to the internet but not everyone can afford it yet.

Make content accessible to all for Free

But giving away a movie on a free site doesn't mean it is bad for business. Aamir Khan is also clear-headed when it comes to business.

"For the past 15 years I have been struggling with the challenge of how to reach audiences who do not have geographical access to theatres, or those who are unable to make it to theatres for various reasons. Finally the time for the perfect storm has come. With our government bringing in UPI and India becoming no 1 in the world in electronic payments, with internet penetration in India having grown dramatically and growing everyday, and with YouTube being on most devices, we can finally reach vast sections of people in India, and a significant part of the world. My dream is that Cinema should reach everyone at a reasonable and affordable price. I want people to have the ease of watching Cinema when they want, where they want. If this idea works, Creative voices can tell different stories breaking geographical and other barriers. This will also be a great opportunity for younger creative people entering the field of Cinema. If this idea works, then I see this as a win-win for all," he said.

Also Read: There was no ego clash with Aamir Khan, he was the only name that came to my mind for Sitaare Zameen Par, director R S Prasanna - Exclusive

Aamir also plans to get Lagaan, Taare Zameen Par, Peepli Live and other movies made under their production house to his YouTube channel.

“After Sitaare, films like Lagaan (2001), Taare Zameen Par (2007) and Peepli Live (2010) will be available on the channel. Some timeless classics produced or associated with my father (late filmmaker Tahir Hussain) such as Caravan (1971) and Hum Hain Rahi Pyar Ke (1993) will also be available to offer a rare blend of nostalgia and cinematic heritage," he said.

Sitaare Zameen Par's release on YouTube could inspire other big names in the film industry to explore free or ad-supported platforms, especially for socially driven or experimental films.

Bollywood may explore YouTube ad revenue and sponsored content as a viable financial model, especially for films not tailored for box office success.

Is it a wake-up call for OTT giants and streaming platforms?

The big question is how this choice fits into the present OTT environment. Aamir Khan says that talks have taken place with streaming services, but he was clear about his vision from the start.

According to trade analyst Komal Nahta, Aamir Khan turned down an offer of Rs 120 crore from Amazon Prime Video for the digital rights of the film. Writing for Film Information, Komal said that Aamir has 'decided to try and change the game' for films releasing in theatres.

Komal said that Aamir's decision is based on the thought that he wants people to watch the films in theatres. "What is not known by most people is that he has turned down an offer of Rs 120 crore from Amazon Prime Video for the digital rights of the film. Not because he wanted more, not because he wanted Netflix to bid higher for the film and thereby engage the two OTT platforms in a bidding war so that he could be the ultimate beneficiary, not for any similar reason. He politely said 'no' because he has decided to try and change the game," said Komal.

This step could be a wake-up call for OTT services, especially because ad-supported streaming is becoming more popular in India.

The subscription model could come under more criticism from regional and mid-tier filmmakers as more and more channels, like JioCinema, Amazon miniTV, and now YouTube, offer full-length movies for free.

What's next for future filmmakers?

Aamir is also planning for the long future. If the YouTube release gets a lot of attention, it might lead to more than just ad money. It could also lead to more rights, merchandise and even community screenings as part of a bigger impact campaign.

The film's release on YouTube is a lot like Aamir Khan's old work: bold, ambitious, and based on a goal.

Bollywood does follow rules, but Aamir Khan keeps doing things his own way - be his role in movies or now this business model.

"My goal is that Sitaare Zameen Par is more than just a movie coming out. I want it to get people talking about how we reach people, how we convey stories, and how movies may change over time," he said.

What it means for the Industry

For Bollywood, stars may start trying out direct-to-YouTube or ad-based models for specialized or social content.

For OTTs, there is additional pressure to deliver better value, exclusivity, and affordable access. But for the audiences it is more free, high-quality material that doesn't require a subscription.

For brands, there are new chances to connect with significant stories and get a lot of attention.

Sitaare Zameen Par directed by R S Prsanna will be available on YouTube from August 1, 2025.