Sitaare Zameen Par on Sony LIV: How Aamir Khan changed his 'anti-OTT' stand nearly a year after his film's theatrical release

The news that SonyLIV (OTTplay Premium) will be streaming Aamir Khan's latest film, Sitaare Zameen Par, has garnered a lot of attention from the internet. The superstar had previously said that the film would not use any regular streaming platforms whatsoever, but this change has revived the discussion over his changing distribution strategy.

How does this acquisition signal a shift in SonyLIV’s content strategy?

RS Prasanna's sports dramedy will soon be available on SonyLIV, the streaming service announced on Monday. Unlike the platform's prior emphasis on direct-to-digital originals, South Indian films, or foreign acquisitions, Sitaare Zameen Par will now be available to stream on the platform once it has finished its theatrical run. This is a significant change for the platform.

Khan reportedly refused to sell the film to major OTT services in June 2025, sparking the issue. The film debuted in theatres on June 20, 2025, but Khan quickly changed his course of action just six weeks later. With a pay-per-view (PPV) approach, the film had its premiere on YouTube on August 1, 2025.

ALSO READ: Sitaare Zameen Par review: Aamir Khan sheds saviour syndrome in this feel-good redemption arc

Why did Aamir Khan challenge the standard eight-week theatrical window?

By that point, the film had earned a commendable ₹167 crore in India. The typical eight-week theatrical window, which is dictated by industry heavyweights like Netflix and Prime Video, is "faulty" and has "cannibalised" the movie business, according to Khan, who defended the rapid digital move. Instead of being "free" with a prepaid membership, he insisted that a six-week transition to a rental model was unique since it demanded a one-time payment of ₹100 per watch.

Khan’s decision to experiment with a "private cinema" on YouTube came at a high financial and professional cost. At first, Sony owned 25% of the production. The partnership reportedly deteriorated when Khan chose not to use the conventional streaming method, which caused Sony to miss out on a potential flagship launch for SonyLIV.

How much did it cost Aamir Khan to reclaim the film's distribution rights?

Khan admitted on his podcast The Town with Matthew Belloni that he had to purchase Sony's interest to reclaim complete control over the film's distribution rights, which aligns with industry sources. The overall production budget for the film went up from ₹96 crore to about ₹133 crore due to this buyout, which cost the actor between ₹25 crore and ₹30 crore.

Although Khan asserted that the YouTube model was 20 times more lucrative than conventional digital releases, detractors point out the substantial guaranteed sum he failed to collect. He justified this claim by mentioning a favourable 55–45% income share with the platform.

What kind of traditional streaming offers did Aamir Khan turn down initially?

Major OTT platforms reportedly offered Khan streaming deals for up to ₹125 crore, but he declined. Khan could have made about ₹100 crore right away if he had taken a conventional arrangement.

Sitaare Zameen Par is an official remake of the Spanish film Champions (Campeones). Khan plays the role of Gulshan Arora, a former basketball coach who is compelled by a court to coach a group of neurodivergent players. However, he instead depended on individual ₹100 rentals to recoup his personal investment of about 30 crore. The film's intricate financial tactics have taken the spotlight away from its lauded depiction of inclusivity, which featured Genelia Deshmukh.

Did the YouTube experiment provide enough revenue to cover the buyout costs?

It appears that the pay-per-view revenues might not have completely covered the hefty buyout prices and marketing expenses, given the sale to SonyLIV (OTTplay Premium) seven months after the YouTube experiment started. The new OTT deal's specifics are still under wraps, but in the nine months since the film's theatrical debut, Khan has been able to "double-dip" in the theatrical, TVOD, and now SVOD marketplaces.