Pratik Gandhi Discusses How Technology & Evolving Audience Behaviour Are Transforming Cinema

In conversation with Pratik Gandhi as he speaks to Riddhima Bhatnagar of Business Today to discuss how technology, OTT platforms, and evolving audience behaviour are transforming Indian cinema. From his early years in theatre to becoming one of India’s most versatile faces on screen, Gandhi reflects on the industry’s dramatic shift from cinemas to digital platforms.

He explains how the rise of OTT has opened endless opportunities for diverse formats and genres allowing stories of every length and language to find their audience. Yet, with this creative freedom comes a new challenge: capturing viewers’ attention in an age of constant digital distraction. Gandhi shares how storytellers today must be “clutter breakers,” innovating and connecting with audiences who are used to checking their phones every few seconds.

He also speaks passionately about India’s potential to reach global audiences, highlighting that authentic, emotion-driven storytelling transcends language and geography. According to him, the key lies in nurturing stories with sincerity and intent, rather than chasing trends or numbers.