Netflix Executive Says Film Reviews No Longer Dictate Streaming Success

Streaming platforms have grown rapidly over the past decade, changing how audiences watch movies and how filmmakers create them. Ruchikaa Kapoor Sheikh, Director of Original Films at Netflix India, recently discussed these shifts in an interview.

Reviews and Success

In the past, poor reviews could easily ruin a film's box office run during its opening weekend, while strong reviews could help struggling movies. Because streaming releases bypass traditional box office collections, they also no longer depend on critic reviews to survive. Kapoor Sheikh notes that reviews still form an important part of the cultural conversation around a movie, but they no longer measure its actual success.

Changing Content

Films that generate public chatter tend to receive the most recommendations, rather than just the ones with the highest ratings. Kapoor Sheikh points out that titles like Amar Singh Chamkila spark broad discussions, while other projects like Haseen Dilruba or Sikandar Ka Muqaddar attract heavy viewership even without widespread public talk. Streaming also removes the old industry pressure where actors and directors had to take on large commercial projects simply to fund smaller, creative films.

Context

Online streaming services let viewers choose content directly on personal devices without waiting for theatrical releases or television schedules. This shift gives niche projects a direct path to the specific viewers who want to watch them.