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Mint
a day ago
- Entertainment
- Mint
Social media backlash no hurdle for OTT success as trashed titles grab top viewership spots
OTT (over-the-top) platforms are increasingly finding that social media backlash doesn't necessarily hurt viewership. Shows like The Royals and Nadaaniyan, which faced heavy trolling online, have emerged among the top streaming originals in Ormax Media's mid-year list, with 15.5 million and 8.9 million viewers, respectively. Further, varying consumer tastes are often not adequately reflected in social media algorithms, where there might actually be an audience base for what some consider unwatchable. 'Social media chatter about long-form content, be it theatrical, streaming or linear television, can be misleading, because you can find yourself in an echo chamber that is not even remotely reflective of the real world," Shailesh Kapoor, founder and chief executive officer (CEO), Ormax Media, wrote in a blog after publication of the list. Nitin Gupta, chief creative officer, Chaupal, a platform specializing in Punjabi, Haryanvi and Bhojpuri content, agreed that social media trolling does not always lead to a drop in viewership. 'In fact, sometimes it creates a sense of Fomo (fear of missing out) among audiences, even those who criticize the content. Trolling often becomes part of a larger conversation. It highlights areas that may need improvement but also brings more attention to the show," Gupta added. Backlash may help viewership Outrage on X or Instagram is loud, but it's rarely a perfect proxy for actual viewing behaviour, according to entertainment industry experts. Neelesh Pednekar, co-founder and head of digital media at Social Pill, a digital marketing agency, said the people who binge eight episodes on a weekend are not the same cohort crafting 20-thread takedowns. 'OTT platforms optimise for completion rates, watch hours, and repeat sessions, metrics that don't necessarily dip because a show is being roasted online. In many cases, backlash plateaus after 48-72 hours, while the title keeps quietly pulling steady (or even growing) streams. Unless the controversy hits a moral red line, such as calls for boycotts that spill into mainstream press, the impact is usually noise, not net loss," Pednekar added. Further, most OTTs have a playbook now which includes sentiment dashboards and social listening to separate genuine concerns from performative outrage, targeted public relations and creator outreach, such as giving interviews to the right journalists, seeding nuanced explainers and pushing 'making-of" content to shift the narrative. They may also attempt product-side tweaks such as changing tiles or thumbnails, re-cutting trailers, or altering synopsis language to reset expectations. Charu Malhotra, managing director and co-founder, Primus Partners, a management consultancy firm pointed out that in many cases, trolling ends up becoming free marketing. Controversy sparks curiosity and that is a real behaviour on OTT. When a show is being talked about, even negatively, people are more likely to check it out just to see what the trolling is about. For example, a show like Indian Matchmaking turned into a major online discussion point, mainly because of the social media criticism. Controversy mongers A lot of online outrage can stem from bad faith, Aparna Ramachandran, head–digital originals, Balaji Telefilms Ltd, said. Some individuals create outrage simply to increase their own online visibility or position themselves as opinion-makers by targeting major media brands. 'Therefore, it's essential to understand audience bias and parse through the noise for valuable signals. Platforms look for clear indicators—such as genuine criticism or a disconnect with the content or the brand—to determine their next steps," Ramachandran said, adding content typically has a long tail—its value is often recognized over time as it becomes part of larger conversations and cultural moments. Not all shows have benefited from controversies. Netflix's Leila, for example, set in a dystopian future with the world ruled by a totalitarian regime, didn't spark interest. To be sure, even as Indian OTT platforms navigate extreme criticism through a combination of strategies, most also provide age ratings and content warnings to help viewers make informed decisions about the content they consume. Some platforms have introduced self-regulation mechanisms to govern their content and address viewer concerns. Rajat Agrawal, chief operating officer (COO), Ultra Media & Entertainment Group that owns OTT platform Ultra Jhakaas, said, on one hand, excessive trolling can create a toxic environment around a show or film, making it less appealing to audiences. But on the positive side, trolling can sometimes generate buzz and increase curiosity as well. "We've seen titles, on our platform and elsewhere, benefit from what I call 'controversy curiosity'. In today's digital age, where everyone's forming opinions in real time, the algorithm rewards engagement, whether it's outrage or excitement. Sometimes, the best marketing is accidental controversy. That said, the content must ultimately deliver; if it doesn't, the spike is short-lived. But if the storytelling has merit, trolling ironically ends up being free publicity," said Kaushik Das, founder and CEO, AAO NXT, an Odia language platform. As far as regional platforms and shows go, controversial subjects do not spark as much debate because the viewer base is limited. Titles on bigger platforms are usually trolled online.
Mint
14-07-2025
- Business
- Mint
Box office blues force brands to rethink Bollywood bets
Extreme uncertainty at the box office has left advertisers jittery. The recent failure of high-profile star vehicles has made brands rethink the viability of big-ticket Hindi film endorsements. As several southern films dubbed in Hindi gain popularity, south Indian stars are emerging as pan-India icons. Influencers, too, are enjoying a surge—delivering loyal followings and sharper targeting at better value. For mass-market brands, sports stars, especially cricketers, remain a reliable bet thanks to their dual visibility in IPL and Team India. Yet, despite rising caution, the emotional draw of movie stars continues to hold sway, especially in high-recall mass campaigns. Also read: Bollywood's next-gen steps up early as brands tap family legacy for marketing muscle Cautious recalibration 'Brands are definitely treading more carefully around big-ticket Bollywood endorsements lately. When a superstar's film underperforms, brands worry about the halo effect—not just reach but relevance," said Neelesh Pednekar, co-founder and head of digital media at Social Pill, a marketing agency. He noted that telecom and FMCG brands are testing regional stars, influencers, or athletes who deliver consistent engagement. Even fashion and auto players are shifting toward YouTube influencers with niche followings. 'There's a clear recalibration," said Sahiba Dhandhania, CEO, Confluencr, an influencer marketing agency. 'Brands are becoming cautious about associating with actors whose recent films have not performed. The risk is no longer just about visibility – it's about alignment." Pre-covid, she noted, Bollywood faces were a default choice. 'Today, brands ask what the narrative, return on investment (ROI), and risk are," she said. The influencer advantage Influencer marketing has matured. 'For the same or lower cost of a celeb integration, brands can now work with a range of creators who offer cross-platform visibility, daily engagement, and adaptable formats," Dhandhania added. Prof. Sandip Roy of FLAME University agreed that the ROI from Bollywood stars isn't always justifiable anymore, especially in personal care, lifestyle, and fintech sectors. OTT platforms and the booming creator economy have also diluted the price power of Hindi film stars, he said. Digital content creators offer something celebrities often don't—measurable ROI. 'The way brands approach endorsements today has shifted big time. It's no longer just about grabbing attention, it's about standing for something," said Anuja Bharadwaj, associate creative director – copy, BC Web Wise. 'Do people still care about what they're doing off-screen?" Also read: OTT Monetization Model: Where paywalled content piggybacks ad-led shows South steps in With actors like Allu Arjun, Vijay Deverakonda, and Rashmika commanding ₹7–8 crore endorsement fees, their presence in national campaigns—from boAt to McDonald's and Plum—underscores their pan-India draw. Sports personalities, especially cricketers and Olympians, also remain hot choices due to their authenticity and broad appeal. The long game However, not everyone believes Bollywood is fading. 'Actors are like stocks. Prudent investors don't pull out because of one slump," said Harikrishnan Pillai, CEO of TheSmallBigIdea, a digital marketing agency. There are some actors with whom brands are intertwined, and that's true for all ambassadors, Pillai added. 'While Bollywood continues to dominate, brands today are more diversified," said Sandeep B Thakurani, associate VP, sales at Qyuki Digital Media, a creator-focused new media company. 'Top-tier film stars are still used for awareness, while creators are leveraged for engagement and conversion. The endorsement model hasn't shrunk—it's evolved." Also read: Why video streaming platforms are obsessed with knowing you better
Mint
18-06-2025
- Entertainment
- Mint
Smaller digital creators are upping the fame game, but massive expenses could derail the climb
Smaller digital creators are making aggressive efforts to be seen in more mainstream entertainment spaces, such as global film festivals, movie events and trailer launches, but these appearances come at hefty prices. Entertainment industry experts say while expenses on shoot equipment, editors and stylists can be massive for relatively smaller names, some are getting smart about it. They are teaming up to split costs, working out barter deals and getting brands to offer passes or sponsorships without breaking the bank. 'Micro creators today are expected to look like macro influencers, minus the budgets. That means they're paying out of pocket for gear, boosted posts, PR, travel and anything else that helps them stay visible in the algorithm and the industry. You spend to be seen and then hustle twice as hard to make it worth it," said Rajnish Rawat, co-founder and chief executive officer (CEO) of Social Pill, a digital marketing agency. Today, even smaller creators are expected to show tangible impact, not just aesthetics or engagement rates, Rawat added. That's tough, because while they may have loyal audiences, they don't always have the scale or tools to prove conversions. It's like being asked to run a full-blown media business, without the team or the budget. Also read: From influencers to moguls: Why digital creators are launching production houses Meghna Warrier, business manager, NoFiltr Group, an influencer marketing agency, agreed brands want hard numbers, reach, conversions and clicks, not just pretty content. Smart action 'For smaller creators, that can feel like a battle. Being a creator today isn't cheap. You've got to be a one-man army in terms of being a creative director for your content, to keep up with legalities, finances, production and more. Creators spend on shoot equipment, editors and, maybe, even stylists. And, if you want to show up at big events like Cannes, fashion weeks, or music festivals, it often means paying your own way unless a brand sponsors your trip," Warrier said. However, creators are getting smart about it, she added. Some are teaming up to split costs or work out barter deals, while others are finding creative ways to get noticed without breaking the bank. Thankfully, more platforms and brands are offering passes or collaborations to help them get through the door. Mansi Gupta, chief business officer at OpraahFx, an influencer marketing firm, emphasized that the industry still faces two key challenges: standardized pricing for creator efforts and reliable tools to measure ROI. 'However, brands that actively collaborate with creators are becoming more aware of these limitations. Rather than questioning the value of micro-influencers, many brands continue to assess success through engagement rates, conversion rates, likes, and tracked backlinks," Gupta said. Further, niche creators with loyal followings continue to offer strong value. The real opportunity lies in helping them showcase their impact more clearly through improved analytics, smarter content strategies and stronger brand alignment. To be sure, many brand experts say there are smarter, more cost-effective ways to gain traction and secure brand deals. Atusha Anand, co-founder Yinyang Creatives, a talent management and influencer marketing agency, said a growing number of casting directors are actively scouting smaller creators for digital ads, which get massive reach. Also read: How Zakir Khan, Bhuvan Bam and Kusha Kapila hit the big time Strategic moves Doing a few of these for free initially can be a strategic move to boost visibility. Similarly, participating in product or catalogue shoots, collaborating with other creators, joining influencer marketing agencies to access PR events and consistently posting topical content can all help with discovery without breaking the bank or spending any money. Mrunali Dedhia, vice-president of Chtrbox, an influencer marketing company, agreed that income can feel unpredictable in the early stages. But creators who are diversifying with branded content, user-generated content, affiliate programmes and so on are seeing stable returns on a monthly basis. It's not always easy, but the ones who treat it like a serious profession are figuring it out. Also read: Smalltown content creators can now play in the big leagues. All they need is AI. 'While creators achieve virality with short-form content, they get actual followers and community growth from long-form content. That ultimately leads to more branded collaborations. So, burst short format content investment and random meme page amplification with substandard content may prove expensive and futile for them," Yash Chandiramani, founder and chief strategist, Admatazz, a digital marketing agency, said.
