Gen Z is falling for old Bollywood—and it’s not just nostalgia
Younger audiences are rediscovering classic Hindi films on OTT platforms, driven by social media, improved restorations and a search for simpler storytelling.
NEW DELHI : Films from the 1970s, ’80s and ’90s are finding a cultural afterlife among younger millennials and zillennials, who are rediscovering yesteryear blockbusters—particularly for their simple themes and timeless music—through fan edits, reels, and online film-appreciation threads.
Classics such as Pyaasa (1957), Half Ticket (1962), Rangeela (1995), Pardes (1997), and Sarfarosh (1999) have seen renewed traction among younger audiences, driven by improved restoration quality, wider accessibility, and curated discovery on streaming platforms, according to the Ultra Media OTT Insights Report 2025 published by film company Ultra Media & Entertainment Group.
That renewed interest, however, has not displaced newer favourites. Post-2000 Hindi blockbusters emerged as the most-watched titles on the group's Hindi-language over-the-top (OTT) platform Ultra Play, the report showed.
“Zillennials are drawn to nostalgic content due to several factors. They're attracted to the simplicity and timeless music of older films, which offer a refreshing change from the overstimulated content landscape of today," said Rajat Agrawal, chief operating officer, Ultra Media & Entertainment Group.
Younger audiences find universal themes like love, family, and social issues quite intriguing and yet relevant to today’s times, Agrawal added.
As for specific favourites, Gen Zs like classic romances such as Dilwale Dulhania Le Jayenge (1995) and Hum Aapke Hain Koun (1994), he pointed out.
They are also drawn to retro comedies such as Andaz Apna Apna (1994) and Chachi 420 (1997), as well as films tackling social issues, such as Mother India (1957), and Lagaan (2001).
Reel-ing Gen Z in
Social media has emerged as a powerful rediscovery engine, alongside word of mouth.
Saurabh Srivastava, chief operating officer, digital business, at media conglomerate Shemaroo Entertainment Ltd, said much of what Gen Z is discovering today comes through indirect familiarity. These films and shows show up in memes, reels, remixes, ads, and even as references in newer films and shows. Add to that conversation at home with parents or relatives, and the curiosity builds naturally.
“New movies and web series are largely binge-driven. Viewers come in with intent, often finishing seasons quickly and then moving on. Nostalgic content is more leisure-led. People dip in, watch selectively, or return to familiar scenes and songs. For Gen Z, older content often becomes a shared viewing experience, especially in mixed-age households. In that sense, it plays a different role," Srivastava said.
"New content satisfies novelty and immediacy, while nostalgic content quietly builds connections across generations and extends the overall time spent on the platform in a more relaxed way," he added.
Experts also emphasize that Gen Z isn’t really remembering the past; they’re sampling it, where it’s more like curated time travel for them.
“They may not have been there, but they know the vibe. A lot of their pull towards older content comes from comfort and escape, and as a quiet nod to a time that feels simpler than the one they’re growing up in. Old films and shows feel slower and less performative, from an era before everything became content and everyone was constantly being watched," said Devarshi Shah, chief growth officer at media and entertainment company OML (Only Much Louder).
There’s also a strong attraction to pre-social, more offline eras, especially the 90s and early 2000s, which feel more real to them, Shah added.
Vibe check
Gen Z's viewing behaviour is different too, Shah pointed out.
They usually discover these worlds in fragments first, through a clip, a reel, or an edit, often wrapped in newer formats that culture writers call newstalgia (new + nostalgia), where the old is constantly being reshaped to feel new again, yet with nods to older references.
In fact, they don’t necessarily watch these films start to finish the way older generations did. Often, it begins with a scene, a song, or even a fashion moment circulating on social media—only then is the larger film or show discovered.
“For Gen Z, these movies are more about discovery than actual memory. Older people watch such films to remember their own lives, but for younger viewers, it is about finding a vibe or an aesthetic that feels fresh to them," said Rajnish Rawat, co-founder and CEO at digital marketing agency Social Pill.
While they watch new web series to stay part of the cultural conversation and avoid spoilers, old movies loop in the background while they study, work, or eat, Rawat added.
“Also, they are a lot more patient with old movies. If a new show is slow in the first ten minutes, they will turn it off. But if they know a movie is a classic, they give it a chance because it has already been stamped as something worth watching by the culture."
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