From big screen to stream: How animation studios are adapting to OTT-first releases

When I first entered the world of animation, the dream was always to see our work light up the silver screen. The thrill of sitting in a packed theater, watching your creation unfold before a live audience—it was magical. But over the past few years, a subtle yet seismic shift has occurred. Animation studios, including the one I work for, are increasingly crafting stories not for theatrical release, but for the streaming world.

And honestly, it’s changing everything.

As an artist, I see this OTT-first trend as a renaissance for animation. Studios are evolving—not just in how we distribute, but in how we think. We’re no longer chasing the theatrical calendar. We’re chasing ideas, emotions, and cultural relevance.

A New Canvas for Storytelling

OTT platforms like Netflix, Disney+, Prime Video, and others have become the new playgrounds for animation. What excites me most as an artist is the freedom that comes with this transition. Theatrical films often carry the pressure of wide mass appeal and box office numbers. But in the streaming world, we can explore niche genres, experiment with unconventional art styles, and tell stories that might never have made it past a traditional studio pitch.

For example, some of my recent projects involved shorter episode formats, experimental 2D-3D hybrid visuals, and non-linear storytelling—all greenlit because the platform allowed for more creative flexibility and audience targeting.

Pace, Pressure, and Production

Of course, it’s not all rosy. The shift to OTT-first releases also brings a new kind of pressure. Streaming platforms demand constant content. That means tighter deadlines, quicker turnarounds, and sometimes smaller teams. For animators, it’s a double-edged sword—we’re doing more varied work, but often under more intense timelines.

Tools like real-time rendering, AI-assisted rigging, and cloud-based collaboration have become essential. I’ve had to learn and adapt faster than ever, but it’s thrilling to see how technology is empowering creativity instead of replacing it.

Reaching Global Audiences Instantly

One of the biggest perks? Our stories are now reaching a global audience instantly. A short I worked on last year was picked up by a major OTT platform, and within 48 hours, it had viewers from over 60 countries. That kind of exposure would have taken months—even years—in the traditional theatrical circuit.

Streaming allows us to localize, dub, subtitle, and connect across borders. For me, that’s the real magic—seeing something we crafted in a small animation room in Mumbai touch hearts in Tokyo, São Paulo, or Berlin.

Looking Ahead

As an artist, I see this OTT-first trend as a renaissance for animation. Studios are evolving—not just in how we distribute, but in how we think. We’re no longer chasing the theatrical calendar. We’re chasing ideas, emotions, and cultural relevance.

Yes, I still dream of premieres and festival spotlights. But today, I’m just as proud when my work launches on a streaming platform, accessible to anyone, anywhere, anytime.

Because in the end, whether it’s on a 70-foot screen or a 7-inch phone, if the story moves you—the animation has done its job.