Mohammed Zeeshan Ayyub says India's 'habit of hero worship' has created a new 'star system' on OTT | Interview

The rise of streaming services in India, once hailed as a democratizing force for content and talent, is now giving way to a familiar industry structure. According to actor Mohammed Zeeshan Ayyub, a new “star system” is taking shape on these digital platforms, driven by what he calls the nation's cultural “habit of hero worship.”

Speaking ahead of the release of his web series Hunkkaar on JioHotstar, Ayyub challenged the perception that quality roles were scarce before the advent of streaming. He contends that while good parts have always existed, the underlying cultural tendency to create and follow stars is now manifesting in the OTT ecosystem.

The Re-Emergence of Established Hierarchies

Ayyub’s observation suggests that the business dynamics of traditional cinema are being replicated in the digital sphere. The initial promise of streaming platforms was a focus on storytelling and performance over celebrity. However, as the market matures, the practice of building projects around bankable names appears to be a recurring strategy, potentially altering how content is developed, funded, and marketed.

Cultural Habits Influencing Business Models

The core of Ayyub's argument is that this shift is not merely a business decision but a reflection of audience behavior. The cultural inclination towards “hero worship” creates a market demand for stars, compelling platforms to invest in celebrity-led projects to attract and retain subscribers. This trend indicates that cultural factors are a significant force shaping the commercial strategies of major streaming players in the Indian market.

Implications for the Content Landscape

This evolving star system could have significant long-term effects on the industry. While leveraging stars can guarantee viewership and reduce marketing risks, it may also lead to a more formulaic content slate. The risk is that the creative diversity and experimental storytelling that characterized the early days of Indian OTT could be sidelined in favor of safer, star-powered vehicles. This development signals a potential convergence between the operational models of legacy studios and modern streaming giants.