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By: Sapna Malhotra, Producer and Cofounder of Alchemy Films
The economics of entertainment have changed considerably over the last decade. What once revolved largely around television ratings, theatrical footfalls and established distribution networks has evolved into a far more complex ecosystem shaped by streaming platforms, changing audience habits, rising production costs and an unprecedented volume of content. Today, creating a successful project is not just about making something people want to watch; it is about building something that stays with them long after the viewing experience is over.
One of the biggest shifts has been in how content is evaluated even before it reaches audiences. Budgets, genre, cast, target demographics, platform positioning and potential viewership are all part of the conversation from the development stage itself. While larger budgets can enable scale and technical excellence, they do not necessarily guarantee audience engagement. The challenge for producers is to understand where the money needs to be spent and where creative decisions can deliver greater value.
The expectations from streaming platforms have also evolved. With platforms investing across genres, languages and formats, there is a growing demand for stories that offer something distinctive. However, this does not mean every project needs to be mounted on a grand scale. A tightly written drama or an intimate character-driven story can create as much impact as a large-scale production if it finds the right audience. The success of such projects demonstrates that storytelling rooted in authenticity, relatable characters and a strong emotional core can create a lasting connection without depending entirely on spectacle.
Audience preferences, meanwhile, are becoming increasingly difficult to predict. Viewers today move seamlessly between theatrical releases, OTT series, television, short-form videos and social media. Their attention is no longer limited to a particular platform or format. This has made audience retention one of the biggest challenges for the entertainment business. A project is competing not just with other films or shows but with everything else demanding a viewer’s time.
This brings us to one of the most important aspects of production economics: understanding the relationship between investment and longevity. A project may generate immediate curiosity through its cast, promotional campaign or launch strategy, but its long-term value depends on the strength of its storytelling. Shaque: Trust No One, for instance, reflects the continuing audience interest in suspense-driven narratives where uncertainty, layered relationships and unexpected developments become central to the viewing experience. It also highlights how a clear creative identity and a strong understanding of the intended audience can help a project find its space in an increasingly competitive entertainment landscape.
For producers, this means taking a more considered approach to greenlighting projects. Understanding the intended audience, choosing the right format, managing production costs and maintaining creative consistency are all equally important. It also means recognising that theatrical and streaming projects operate on different economic models, and each requires its own understanding of scale, positioning and audience expectations. Financial discipline should not come at the cost of creative ambition, just as creative ambition cannot remain disconnected from commercial realities.
Another important consideration is the growing competition for attention. With a constant stream of new releases, discoverability has become as important as content creation itself. Marketing can generate awareness and bring audiences to a project, but it is the content that ultimately determines whether they stay, recommend it or return to it. The industry’s focus, therefore, needs to extend beyond opening numbers and initial viewership to consider cultural relevance, repeat consumption and long-term audience recall.
Ultimately, it will depend on the industry’s ability to balance creative ambition with financial discipline. Trends will change, platforms will evolve and audience habits will continue to shift. But stories with emotional depth, cultural relevance and the ability to connect across generations will always have a place. Building content that lasts is not about chasing the next big moment; it is about creating work that continues to matter.
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Media05-Nov-2026Alchemy FilmsSapna Malhotra
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