MUMBAI: In a move to democratize content consumption, Aamir Khan has chosen to release his latest film on YouTube movies-on-demand, immediately after its theatrical run, ensuring it reaches every corner of the world at an accessible price. It will be available from next month.
The decision sees ‘Sitaare Zameen Par’ being available exclusively on YouTube and will not be released on any other digital platform.
The family drama, stars Actor-Producer Aamir Khan, Genelia Deshmukh and includes 10 actors with intellectual disabilities, will be available in India at Rs. 100, and in 38 international markets, including the US, Canada, UK, Australia, Germany, Indonesia, Philippines, Singapore, Spain, among others. Pricing has been localised for each market.
The digital release of ‘Sitaare Zameen Par’ looks to leverage YouTube’s reach and flexible distribution capabilities. This will also be the primary destination where other films from Aamir Khan Productions, will be available in the days to come.
This collaboration YouTube says demonstrates its growing role in democratising reach and evolving distribution strategies, establishing YouTube as a premier destination for post-theatrical film and media content. According to Comscore, YouTube reached four out of five Internet users in India aged 18+, while entertainment videos on YouTube generated over 7.5 billion views on a daily basis globally, in 2024.
Khan’s ‘Sitaare Zameen Par’ is a spiritual successor to the 2007 ‘Taare Zameen Par’. It celebrates love, laughter, and inclusivity. The film has crossed Rs. 250 crores worldwide. Audiences can rent the movie by paying a fee, turning every home and device into a janta ka theatre.
This makes premium cinema accessible to a wider audience, whether in their home or on the move – all they need is an internet connection. For fans who missed it in cinemas or wish to re-watch it, this offers a convenient option. To reach even broader and newer audiences in India and globally, ‘Sitaare Zameen Par’ will offer subtitles and dubs in key languages.
Khan stated, “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.”
Gunjan Soni, country MD India, YouTube said, “The digital launch of Sitaare Zameen Par exclusively on YouTube underscores a significant step towards democratizing Indian film distribution at a global scale. YouTube is already a key digital destination for premium content, and we’re excited to offer filmmakers and content owners not only our unparalleled digital reach but also the control and flexibility to meet their audiences where they are. Today’s launch is far more than a release – YouTube is laying out the red carpet for Indian cinema to stride onto the global stage.”
YouTube offers movies available to buy or rent across diverse languages, genres, including popular Indian and international hits. This offering continues to grow alongside a significant opportunity in India, driven by surging internet penetration, rapid growth in Connected TVs, and increasing mobile consumption. In fact, Connected TV (CTV) is YouTube’s fastest growing screen for the last 5 years in India. These trends reinforce YouTube’s unique position to make premium content accessible on every screen and in every format.
The platform is a critical and continuous part of a film’s entire journey, from building initial buzz with teasers, trailers, and music, and now extending to seamless on-demand streaming. According to a Kantar survey, viewers in India often watch videos on YouTube when considering new purchases in entertainment[3], and agree that YouTube has top content in music (94%) and entertainment (94%)[4]. As viewers become more participative, fandoms on YouTube help create more stickiness for content, allowing filmmakers to build engaged and passionate fandoms.
Next up, Khan is producing ‘Lahore 1947’ starring Sunny Deol and Preity Zinta, and ‘Ek Din’, featuring Junaid Khan and Sai Pallavi, both under his banner Aamir Khan Productions.
