The rise of Over-The-Top (OTT) platforms has revolutionized how films are made, distributed, released, and watched. With their widespread accessibility and tailored algorithms, OTT films hold the power to influence cultural narratives, aesthetics, and identity perceptions. However, a recurring critique is their tendency to perpetuate an upper-class, caste-based aesthetic—an often narrow representation that resonates strongly with the social media-savvy, aspirational audience but leaves broader realities underrepresented. Here's how this dynamic plays out:
The Dominance of Upper-Class and Caste Aesthetics in OTT Films
1. Curated Visuals of Affluence
OTT films frequently showcase lifestyles of wealth and privilege—luxurious homes, designer wardrobes, and aspirational settings. This aesthetic aligns with the aspirational values of the social media generation but excludes a vast majority of society from representation.
2. Caste Blindness or Misrepresentation
Stories often default to upper-caste protagonists, erasing caste-based realities or sanitizing them to fit a more palatable, commercial framework. When caste narratives are explored, they sometimes rely on stereotypes or tokenism rather than authentic, diverse storytelling.
3. The Social Media Effect
Social media thrives on aspirational content. OTT filmmakers, conscious of this audience, cater to the aesthetics that trend online: visually rich backdrops, characters with Westernized habits, and narratives focused on individualism rather than systemic critique.
4. Language and Cultural Markers
The use of English or upper-class urban vernacular often becomes synonymous with "modernity" in OTT narratives. Regional dialects and cultural nuances tied to marginalized communities are underrepresented or framed as "rustic" or "exotic."
Impacts on Representation
1. Exclusion of Marginalized Voices
By centering stories on elite, urban characters, OTT films marginalize narratives rooted in the lived experiences of lower-income or marginalized caste groups.
2. Reinforcement of Stereotypes
Depictions of rural life, lower-caste individuals, or working-class struggles are often reduced to caricatures, strengthening pre-existing biases rather than challenging them.
3. Aesthetic Homogenization
The replication of an upper-class aesthetic creates a monoculture in storytelling. It limits creativity and risks alienating audiences seeking genuine diversity in representation.
Notable Examples
1. Elite-Centric Dramas
Shows like Made in Heaven portray urban, upper-class problems in a visually lush setting, often skimming over deeper socio-economic realities. While critically acclaimed, such content exemplifies how upper-caste aesthetics dominate.
2. Caste Narratives Sanitized for Appeal
Films like Article 15 attempt to address caste issues but often do so from the perspective of an upper-caste savior, inadvertently re-centering privilege.
3. Limited Exploration of Regional Identities
While regional content on OTT platforms has grown, much of it is still filtered through a metropolitan gaze, making it digestible for elite audiences.
How to Break This Cycle
1. Platform Accountability
OTT platforms should invest in stories from diverse creators, especially those from marginalized communities, to bring authentic voices to the forefront.
2. Decentralized Storytelling
Encouraging regional and grassroots filmmakers to tell their stories without filtering through upper-class aesthetics is key to broadening representation.
3. Challenging Audience Expectations
Audiences must question their biases and embrace narratives that reflect socio-economic and cultural diversity.
4. Redefining Aspirational Narratives
Filmmakers should explore how resilience, community, and shared struggles can be as aspirational as wealth or luxury.
In conclusion
The average Indian OTT watcher spends about 70 minutes a day, or 12.5 hours a week, on these platforms, according to a survey by Eros Now and KPMG. This tendency is not exclusive to any one age group; Gen Zers, Millennials, and even Gen Xers continue to spend a significant amount of time on OTT platforms. This trend was further increased by the COVID-19 epidemic, as more individuals stayed at home and engaged in digital entertainment. Even though individuals have less free time now that the outbreak is over, their viewing habits have permanently changed.
OTT films have unparalleled potential to democratize storytelling, but they risk perpetuating a narrow, upper-class, caste-driven narrative if left unchecked. For true inclusivity, the industry must challenge these entrenched norms and reflect the diversity of its audience—not just their aspirations, but their realities.