New Delhi, April 16 -- Viewership for films that turn big hits at the box office often doesn't end with their theatrical run. Appetite for repeat consumption on streaming platforms remains strong - even among those who have already watched the film in cinemas.

According to media consulting firm Ormax, 65% of Dhurandhar's audience on OTT had already watched the film in a theatre, pointing to a high correlation between theatrical and streaming performance of big-ticket Indian films.

Industry experts say this could accelerate the trend of OTT platforms spending big bucks only to acquire major commercial hits, leaving small and mid-budget titles out in the cold.

According to Ormax, while 21.2 million people watched Dhurandhar only in theat...