Alia Bhatt's Vasan Bala-directed Jigra, so far failed to deliver much at the box office but, has shown resiliency in the streaming world.

As per the trade analysts the film has found great attention with 8.9 million views in four weeks and is marked as the sixth most-viewed female-led film on the streaming world of 2024.

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Jigra opened weak in India at ₹4.55 crore and collected ₹31.25 crore, far short of its ₹40.47 crore budget. Social media reports claim that the theatrical failure was due to stiff competition and a poor promotional strategy that killed its box office prospects.

Though the film has turned good on the platform Netflix, it fell to 2.7 million, 1.8 million, and 1.4 million in the following weeks after week 1 when it had 4.1 million views.

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Its regular feature in the global top 10 non-English films on Netflix shows that it is performing very well on OTT, which even surpasses Kareena Kapoor Khan's The Buckingham Murders with 7.9 million views.

Trade analysts believe success of Jigra on OTT has been a testimony to the changing landscape within the world of films. The same film did terribly in cinema but became a bonanza on Netflix .

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As the movie was able to transcend geographies and an appropriate marketing strategy had been used. That in itself depicts a huge shift of viewers' preferences to watch mid-budget films on OTT.

Jigra, which has clocked 8.9 million views, is an example of how OTT platforms can revive films that fail in theaters. Its journey underlines the increasing importance of hybrid release strategies in reaching a wider audience and salvaging underperforming projects, say trade analysts.