Paatal Lok creator Sudip Sharma and actor Jaideep Ahlawat have openly criticized the current state of streaming platforms in India, emphasizing how they have failed to live up to their promise of offering a space for independent, unique voices. The duo expressed their concern over the overload of information and the pressure to conform to trends, hindering the emergence of distinct and meaningful storytelling. Their candid conversation revealed a growing discontent among creators with the way the industry has evolved, especially with the increasing obsession around social media metrics.
Sudip Sharma, speaking on The Hollywood Reporter India, shared his thoughts on the overwhelming information age we live in today. “We live in the times of information overload,” he said. “We are like hamsters on the wheel, both the audience and the makers. We see something and we think of writing or creating the same thing. We don’t think about the stories that we want to tell, and till the time that personal touch isn’t there, what we call the voice of an artiste, you aren’t going to stand out or tell stories that are going to connect and last the test of time.”
Sharma’s observation highlights a serious issue with the way modern content is being created and consumed. In the age of social media and streaming platforms, creators often find themselves caught in a cycle of copying what works, rather than cultivating a distinct narrative style or voice. This trend is driven by the pressure to satisfy audiences and networks that prioritize what is currently popular over original, creative work. As a result, stories that could have offered fresh perspectives or tackled unique subjects often end up getting lost in the sea of similar content, further diminishing the possibility of groundbreaking storytelling.
Jaideep Ahlawat, known for his powerhouse performance in Paatal Lok, echoed Sharma’s sentiment, adding his thoughts on how social media obsession has infiltrated the entertainment industry. “The obsession with social media following is ridiculous,” he said. “It has become this bizarre measurement of talent. How many followers you have on Instagram or Twitter now seems more important than the work you’ve done or the craft you’ve honed.”
Ahlawat’s remark sheds light on a growing issue that has plagued the industry. In today’s entertainment world, an actor’s value is increasingly being judged not only by their skills and past roles but also by their online presence. Many casting decisions now factor in an actor’s social media following, creating an artificial hierarchy that prioritizes popularity over merit. This trend has led to a disturbing culture where aspiring actors and creators feel compelled to focus more on growing their follower count than on improving their craft or pursuing roles that genuinely challenge them as artists.
Both Sharma and Ahlawat agreed that their success had been largely independent of the social media-driven ecosystem that seems to be dominating the entertainment industry today. “I’m thankful that I found work without many followers,” Ahlawat remarked. “The fact that I was able to do Paatal Lok without worrying about my Instagram following is something I will always be grateful for.”
The actor’s words reflect a sentiment that resonates with many in the industry, particularly those who believe that talent should speak for itself, rather than being dependent on external validation through social media. While having a significant online following may provide a certain level of visibility, it should not be the sole metric of an artist’s worth or their potential to contribute to meaningful storytelling.
Both creators emphasized that despite the overwhelming presence of social media and streaming platforms, there is still room for authentic and compelling content. However, they believe that the focus needs to shift back to creating stories that resonate with audiences on a deeper level rather than chasing trends or clout. Only then can the industry truly live up to its potential as a platform for diverse voices and innovative narratives.
In the long run, Sharma and Ahlawat’s observations are a call for a return to the roots of creative storytelling, where passion, authenticity, and talent matter more than social media metrics. It is a plea for creators to reclaim control over their narratives and to prioritize the stories that truly matter, over fleeting internet trends.
As Sudip Sharma and Jaideep Ahlawat continue to express their concerns, they also highlighted how the streaming platforms in India, while they have brought opportunities for many, have unintentionally stifled originality. Sharma pointed out that these platforms are often driven by algorithms that prioritize content based on immediate popularity and engagement, rather than encouraging diverse, high-quality content that may take time to develop and find its audience. This, he believes, has resulted in an oversaturation of similar types of stories, which, although entertaining, often lack depth and long-lasting impact.
Both Sharma and Ahlawat suggested that the industry needs to strike a balance between embracing the reach of streaming platforms and maintaining the integrity of storytelling. They acknowledged that platforms like Netflix, Amazon Prime, and others have revolutionized how people consume content, but the rapid pace at which they operate can sometimes overlook the slow, organic process of developing a good story. “We need to give creators the time to build something meaningful,” said Sharma, “Instead of rushing into trends, we should be cultivating an environment where unique voices are allowed to emerge, even if it takes a little longer.”
Ahlawat shared his belief that the future of content creation lies in producing stories that can withstand the test of time, rather than those created to merely fill the momentary demand. “The industry should focus more on quality than on churning out content just to stay relevant in the moment,” he said. “There is room for stories that people will remember for years, stories that resonate emotionally and culturally.”
The duo also touched upon the evolving role of actors in this changing landscape. Ahlawat’s journey from being a relatively lesser-known actor to a standout performer in Paatal Lok serves as an example of how a strong, dedicated focus on the craft can lead to success. He emphasized that while social media following might help open doors, it should not be the determining factor in an actor’s capability. “There’s no substitute for hard work, dedication, and passion for the craft,” Ahlawat remarked.
Sharma and Ahlawat both agreed that despite these frustrations, they remained hopeful for the future of Indian entertainment. They see this as a moment of reflection, where creators, actors, and producers can take a step back and recalibrate the industry. The rise of independent voices, social media influencers, and user-generated content has made a huge impact, but it is crucial that these voices are not lost in the noise of mainstream trends. Sharma urged his peers to focus on the heart of storytelling—unfiltered, authentic, and untainted by outside pressures.
Both creators also pointed out the evolving role of platforms themselves. They acknowledged that as streaming services continue to grow, there will be more opportunities for creators to carve out their niches. However, it is the responsibility of the platforms to evolve with the changing needs of artists and ensure that they provide an environment where creativity is nurtured, rather than dictated by popularity metrics. Sharma emphasized that platforms need to continue experimenting with content formats and give more space for smaller, more meaningful stories to breathe.
In the end, the conversation led by Sudip Sharma and Jaideep Ahlawat serves as a thought-provoking commentary on the current state of the entertainment industry in India. As they challenge the current norms, they encourage both creators and audiences to embrace stories that are diverse, authentic, and meaningful. The real challenge lies in ensuring that social media metrics and trends do not overshadow the essence of storytelling, and that true artistry is given the space to flourish.