Akshay Kumar, one of Bollywood’s most bankable stars, has been going through a rough patch at the box office, with a string of underperforming films in recent years. The actor recently reflected on the challenges facing Indian cinema, particularly the declining success ratio of theatrical releases. He pointed to the rise and popularity of OTT platforms as a key reason behind the trend.
Speaking about the shift in audience behavior, Akshay told Pinkvilla, “I meet a lot of people, and they often say that we will watch it on OTT, so that is the biggest reason. That is what the whole thing is.” He elaborated on how the pandemic drastically altered viewing habits, with audiences growing accustomed to watching content at home at their convenience. “Let’s not beat around the bush. Things have changed after that… after Covid, people got used to going on OTT platforms and watching things. It’s a habit that has been taken.”
This isn’t the first time Akshay has voiced concerns about changing industry dynamics. In an earlier interview, he echoed similar sentiments, emphasizing the need for filmmakers to adapt to shifting audience preferences. “The pandemic has undoubtedly changed the dynamics of the film industry,” Akshay noted. “With audiences being more selective about their cinema outings, it has become crucial to choose projects that offer something completely entertaining and unique.”

Akshay’s recent filmography underscores the struggle. In 2024, the actor starred in Khel Khel Mein, Sarfira, and Bade Miyan Chote Miyan, none of which managed to strike gold at the box office. His 2023 releases, Selfiee and Mission Raniganj, also failed to make an impact. However, Akshay saw a glimmer of success with OMG 2, led by Pankaj Tripathi, which turned out to be a surprise hit.

Despite the setbacks, Akshay remains optimistic and is gearing up for a packed slate of releases. He is currently promoting his upcoming action drama Sky Force and has an exciting lineup that includes Jolly LLB 3, Bhooth Bangla, and Housefull 5.