Islamabad: In a game-changing move, Bollywood superstar Aamir Khan has announced that his latest film Sitaare Zameen Par will skip all traditional platforms and stream exclusively on YouTube Movies-on-Demand.
The film, co-starring Genelia Deshmukh, will be available worldwide from August 1, including in India, for just $1.15 under a pay-per-view model — a first-of-its-kind decision for a major Indian release.
New Model, New Market
Aamir shared the reasoning behind this step in an interview, explaining how only 2-3% of the population in India watches films in cinemas.
“I always wondered how to reach the remaining 97-98%, and this is the model that could do it,” he said.
Instead of relying on subscription-based platforms like Netflix or Amazon, which often limit access, this model allows affordable viewing for everyone.
Aamir calculated that if a family of four watches the movie, it would cost just INR 25 per person, making it economical and accessible.
Partnership with YouTube
This is a revenue-sharing deal, not a traditional licensing agreement. YouTube and Aamir Khan Productions will split earnings from the rentals.
According to YouTube India’s Managing Director Gunjan Soni, Aamir’s vision aligns with YouTube’s mission of democratizing content.
“This is a perfect fit,” she noted.
The platform’s vast reach, especially in India, will give the film exposure beyond urban audiences.
Future of Film Distribution?
Aamir clarified this is not a one-time experiment. He hopes to replicate this model with future projects.
He said he would still aim for theatrical releases, but digital would follow through YouTube pay-per-view, not streaming giants.
With this, Aamir Khan may be laying the groundwork for a new era in Indian cinema distribution.
Sitaare Zameen Par goes live on August 1, 2025, in 38 countries.
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