In this piece on The Hindu, Sreedhar Pillai observes how OTT platforms have become a major player in Tamil film industry.
Irrespective of the window period, casual movie goers would wait for movies to arrive on OTT if it is established before the release that they will eventually be available for streaming.
Read: https://www.thehindu.com/entertainment/movies/whats-the-future-for-cinema/article30180818.ece
the Common Man's Standardized Awards for Tamil Cinema 