The OTT release of "Devil's Double Next Level," a Tamil horror-comedy film from the Dhilluku Dhuddu franchise, streaming on ZEE5 from June 13, 2025, in multiple South Indian languages, marking a strategic move by ZEE5 to capitalize on regional content demand, which grew by 35% in India’s OTT market in 2024 per a KPMG report.
Starring Santhanam, the film features a meta-narrative where a film critic becomes trapped in a horror movie, a concept inspired by real-world psychological studies on self-referential storytelling, such as a 2022 study in the Journal of Media Psychology showing such narratives enhance viewer engagement by 20%.
The release timing, just days after its theatrical run ending May 16, 2025, aligns with industry trends of rapid OTT transitions, challenging the traditional 8-week theatrical window, as noted in a 2023 FICCI-EY report on India’s evolving entertainment ecosystem.