Editorial: Why Piracy Is an OTT Failure, Not a People Problem

When Outrage Fades, Piracy Remains
The arrest of Ravi Immadi, associated with the piracy platform iBomma, briefly reignited the Telugu film industry’s outrage over illegal distribution. Industry figures spoke out, press conferences followed, and social media buzzed. As always, the attention faded quickly. Piracy did not.
That familiar cycle exposes a truth the industry avoids. Piracy is not sustained by audience behaviour alone. It continues because the systems meant to prevent it remain weak. A pirated copy does not surface by chance. It leaks because access exists. Treating piracy as a moral failing or a law-and-order problem only distracts from the real vulnerability within OTT delivery mechanisms.
Proof That Piracy Can Be Contained
The claim that piracy is inevitable collapses under scrutiny. A regional streaming service has already demonstrated that it can be delayed. Telugu OTT platform ETV Win restricted early access to its content by limiting viewing to mobile applications and connected televisions, while blocking browser-based access during the initial release window.
The impact was immediate. Films such as KA, Anaganaga, and AIR (All India Rankers) did not surface on piracy platforms during their crucial first days. Legal viewership increased not because audiences suddenly became principled, but because illegal access was technologically constrained. This was a deliberate security decision, not a coincidence.
Why OTT Platforms Must Own the Problem
If a regional OTT platform can protect its content, the continued helplessness of global players demands explanation. Platforms such as Netflix, Amazon Prime Video, and Jio Hotstar invest heavily in acquiring films and series, yet treat content security as a secondary concern. Scale and subscriber growth remain the priority, even when films leak within hours of release.
The consequences are borne by producers who embraced OTT platforms in good faith. Digital premieres and shortened theatrical windows helped platforms grow, but inadequate protection has turned convenience into vulnerability. Piracy will not disappear overnight, but it can be controlled. Stronger DRM, staggered access controls, and disciplined release windows can reshape viewing habits over time.
The responsibility to initiate this change lies squarely with OTT platforms. Until security is treated as core infrastructure rather than an afterthought, piracy will continue to thrive from within.The post Editorial: Why Piracy Is an OTT Failure, Not a People Problem first appeared on Latest Telugu cinema news | Movie reviews | OTT Updates, OTT.