Aamir Khan Productions Explores New Revenue Streams with Streaming Deal for Sitaare Zameen Par

Aamir Khan Productions has announced that its film Sitaare Zameen Par will be released on YouTube's movies-on-demand service on August 1 at ₹100 per view. The production company had initially refused to enter any streaming deal before the film's release, aiming to find its audience in theaters. The move is seen as a strategic one, given the film's success and the potential reach of YouTube.

Aamir Khan Productions has announced that its latest film, "Sitaare Zameen Par," will be released on YouTube's movies-on-demand service on August 1 at ₹100 per view. This move represents a significant shift in the distribution strategy of the production company, which initially refused to enter any streaming deals before the film's release, aiming to find its audience in theaters [1].

The decision to bypass traditional streaming platforms and opt for a pay-per-view model on YouTube is seen as a strategic one, given the film's success and the potential reach of YouTube. Aamir Khan, the actor-producer behind the film, believes that this approach will make cinema more accessible to the audience [2].

The film, which has surpassed $30 million worldwide at the box office, will be available for rent at INR100 ($1.15) in India and in 38 international markets including the U.S., Canada, U.K., Australia, Germany, Indonesia, Philippines, Singapore, and Spain, with localized pricing for each territory [2].

Khan's decision to bypass subscription-based streaming services in favor of YouTube's pay-per-view model represents a calculated bet on democratizing content consumption. He believes that subscription models are not economically viable for films over the long term [2].

The timing of this distribution experiment coincides with several technological and behavioral shifts in India's media landscape. Khan points to the introduction of digital payments, increased internet penetration, and the proliferation of smartphones and smart TVs as key factors that made this approach viable [2].

YouTube India's Country Managing Director, Gunjan Soni, emphasized the platform's massive reach as a key attraction for the partnership. According to ComScore data, YouTube reaches four out of five internet users in India aged 18+, while entertainment videos on the platform generate over 7.5 billion views daily globally [2].

For Khan, the move fulfills a long-held dream of reaching every corner of his audience at an accessible price point. "If a family of four sits and watches the film, then it comes to INR25 (¢28) per head, which I think is a value that works not just for the audiences, but also gives an opportunity for filmmakers to earn so they can make better content," he says [2].

Notably, YouTube has not provided any advance payment to Aamir Khan Productions for the release, with the entire arrangement based on revenue sharing from the pay-per-view model [2].

Khan views this distribution approach as more than a one-time experiment. "I’m hoping that this will be the blueprint for my future slate, because I feel this is the best way that I would like to reach my audience," he says [2].

The success of this experiment will be closely watched throughout the industry, as exhibitors and traditional streaming services grapple with changing consumer behaviors and technological disruption [2].

References:
[1] https://www.business-standard.com/entertainment/it-has-been-my-dream-that-my-film-should-reach-each-and-every-indian-125073001469_1.html
[2] https://variety.com/2025/film/news/aamir-khan-sitaare-zameen-par-youtube-instead-streamers-1236472866/
[3] https://indianexpress.com/article/entertainment/bollywood/aamir-khan-announces-pay-per-view-model-sitaare-zameen-par-digital-release-youtube-rs-100-wont-come-out-on-ott-10156751/