Sat Aug 02 17:40:00 UTC 2025: ## Aamir Khan Ditches Streaming Giants, Bets on YouTube Pay-Per-View for “Sitaare Zameen Par”

**Mumbai, India** – In a bold move that has the entertainment industry buzzing, Aamir Khan has bypassed traditional streaming platforms like Netflix and Amazon Prime, opting to release his latest film, “Sitaare Zameen Par,” on YouTube via a pay-per-view (PPV) model. Priced at Rs 100 per rental, the film is now available to YouTube’s massive Indian user base of over 550 million.

Khan’s decision has sparked debate, with industry experts questioning whether this direct-to-audience approach is a stroke of genius or a risky gamble. While a typical OTT deal could have provided a guaranteed upfront payment, reportedly around Rs 125 crore, the YouTube PPV model offers the potential for long-term revenue generation, contingent on sustained viewership and online buzz.

“Aamir Khan’s decision to put Sitaare Zameen Par on YouTube is a clever move,” said Jitendra Hirawat, CEO of TITO Films. “It skips the OTT route and puts the film in front of India’s huge YouTube audience… This approach gives more control and better data, but without an upfront deal, success depends on sustaining buzz and ongoing rentals.”

The YouTube PPV model, a form of Transactional Video On Demand (TVOD), grants filmmakers a larger share of each transaction, typically 55-60%, alongside control over pricing, timing, and audience data. While offering increased autonomy, it also places a greater burden on creators to drive viewership and generate revenue through strategic marketing and audience engagement.

While the digital landscape presents new opportunities, Khan’s strategy isn’t without challenges. Success hinges on effectively competing for visibility within YouTube’s vast library of content. Unlike traditional OTT platforms, YouTube doesn’t invest in co-marketing, requiring filmmakers to rely on digital campaigns, audience goodwill, and strong public relations.

However, the rising cost of OTT subscriptions could play in favor of the new model. As one expert put it: “OTT, as Aamir Khan is subtly highlighting with this move, remains a restrictive channel… YouTube, on the other hand, is about access purely governed by the internet.”

While the move is risky, it may also be pioneering. If Khan is able to generate strong sales, he could potentially establish a new model for content monetisation that is not dictated by traditional OTT platforms. For smaller productions, the PPV path may not be ideal. However, for larger films with an existing fanbase, it offers opportunities that should be strongly considered.

## Mining Tourism Project Launched in Jharkhand

In other news, Jharkhand’s Chief Minister has launched India’s first mining tourism project, in partnership with Coal India’s Central Coalfields. The initiative offers guided tours of the North Urimari mine, aiming to promote alternative tourism, create jobs, and educate the public about mining practices and local history. The initiative follows a global trend of developing abandoned mining areas for visitors.

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