For Netflix India to conquer Indian market, they'll have to choose persuasion over attraction, conditioning over content
3 years, 1 month ago

For Netflix India to conquer Indian market, they'll have to choose persuasion over attraction, conditioning over content

Firstpost  

Indians may not use the thing you offer them for free but it is in our nature to prize that which feels abundant rather than that which feels appealing. * Last week, Netflix CEO Reed Hastings publically admitted to being ‘frustrated’ by the platform’s lack of growth in India. In all honesty, there is some truth to these theories, especially the most popular one – that Netflix is doing poorly because it is too ‘woke.’ But while an argument can be made for this theory, more than a content problem, Netflix India is dealing with a conditioning problem. Contrarily, both Hotstar and Amazon Prime Video India have released films with theatrical potential between them, in a way accepting that OTT cannot exist at Bollywood’s expense. They want something, even if it is the pretense of a freebie that answers the Indian buyer’s quintessential question – ‘what else?’ Manik Sharma writes on art and culture, cinema, books, and everything in between.

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History of this topic

Why India’s smaller OTT platforms are losing ground
1 month ago

Why India’s smaller OTT platforms are losing ground

Live Mint  

With rising production costs, shrinking marketing budgets, and the dominance of Netflix, Prime Video, and JioHotstar, fringe players like ALTT and Eros Now are fading from the spotlight. For example, while platforms like Lionsgate Play are doubling down on international content, others such as Eros Now and Ekta Kapoor’s ALTT are seeing a sharp decline in new programming. Entertainment industry …

Laughter, Legacy & Love: Netflix India's New Unscripted Titles You Can't Miss in 2025
1 month, 2 weeks ago

Laughter, Legacy & Love: Netflix India's New Unscripted Titles You Can't Miss in 2025

Firstpost  

Netflix India is set to dazzle audiences worldwide with its diverse and groundbreaking 2025 slate, featuring 26 thrilling new titles. From heartwarming family conversations to fierce sports rivalries and bursts of comedic brilliance, here’s an exclusive look at five must-watch unscripted titles coming your way only on Netflix. International Emmy®️-winning comedian Vir Das takes you through a world, in a …

Indian Films That Made Into Netflix Top 10
2 months, 3 weeks ago

Indian Films That Made Into Netflix Top 10

Deccan Chronicle  

There has been a global recognition of Indian Films as several have been put on streaming platforms like Netflix. The combination of good marketing strategies, large audience, and good acting have allowed every six Indian films to be among the top ten listed non-English films and documented on Netflix. There is a huge audience in Netflix India because it is …

Netflix India content head meets I&B Secretary over webseries ‘IC814: The Kandahar Hijack’ row
6 months, 2 weeks ago

Netflix India content head meets I&B Secretary over webseries ‘IC814: The Kandahar Hijack’ row

The Hindu  

Netflix India's content head Monika Shergill on Tuesday met Information and Broadcasting Secretary Sanjay Jaju in New Delhi, amid a row over the web seriesIC-814: The Kandahar Hijack. Voicing concern over the depiction of terrorists in the web series, a senior official has said nobody has the right to play with the sentiments of the nation. "Should we allow any …

Three women executives leading Netflix India talk about catering to the dynamic Indian audience
1 year, 2 months ago

Three women executives leading Netflix India talk about catering to the dynamic Indian audience

The Hindu  

Those who have seen the power of cinema, storytelling and pop culture would tell you that there isn’t a more democratic field than entertainment that benefits most from the world-view, sensitivity and lived experiences that women bring in. This is something the three women executives who are leading Netflix India — Monika Shergill, Vice President of Content; Tanya Bami, Series …

Netflix bows to censorship, stops streaming uncut Indian films globally
1 year, 3 months ago

Netflix bows to censorship, stops streaming uncut Indian films globally

The Hindu  

Netflix has fully stopped streaming uncensored cuts of Indian films around the world, according to a review of films released this year. The change in policy is significant for what was possibly the last streaming service in India that continued to show versions of Indian films before they went through the Central Board of Film Certification, which has increasingly been …

Netflix announces new India original ‘Guns & Gulaabs’
1 year, 7 months ago

Netflix announces new India original ‘Guns & Gulaabs’

Live Mint  

New Delhi: American streaming platform Netflix has announced that its new India original called Guns & Gulaabs starring Rajkummar Rao, Dulquer Salmaan and Gulshan Deviah, will premiere on 18 August. Netflix has finally decided to introduce curbs on password sharing in India, a move aimed at building scale as well as ringing in revenue growth, said media experts. On Thursday, …

Netflix to crack down on password sharing for users in India from today
1 year, 8 months ago

Netflix to crack down on password sharing for users in India from today

Hindustan Times  

After ending password sharing in over 100 countries in May, Netflix on Thursday announced that it is extending the crackdown to India. The company said that it will start sending this update via email to customers in the country, who are sharing Netflix outside their household, from today. "Everyone living in that household can use Netflix wherever they are - …

Is Netflix bringing a cheaper, ad-supported tier to India? Here’s what CEO Greg Peters has to say
1 year, 11 months ago

Is Netflix bringing a cheaper, ad-supported tier to India? Here’s what CEO Greg Peters has to say

Firstpost  

Netflix appears to be considering launching ad-supported tier for the Indian market in coming months. While the company has not explicitly stated that it will introduce ad-supported plans in India, it has hinted in a letter to shareholders that we can expect to see such subscription plans in many markets because Netflix believes a low-price strategy attracts more customers and …

Netflix grows engagement in India by 30 per cent in 1st quarter of 2023 after price cuts | DETAILS
1 year, 11 months ago

Netflix grows engagement in India by 30 per cent in 1st quarter of 2023 after price cuts | DETAILS

India TV News  

Business news: A significant price reduction in subscription tiers in India has helped Netflix grow engagement in the country by nearly 30 per cent in the first quarter of 2023, the streaming giant has announced. "These reductions- combined with an improved slate- helped grow engagement in India by nearly 30 per cent year on year while F/X neutral revenue growth …

Netflix slashes subscription rates in 116 countries following success in India
1 year, 11 months ago

Netflix slashes subscription rates in 116 countries following success in India

ABP News  

Netflix is revising its subscription rate across 116 counties following similar price cuts in India helped the company to grow user engagement and accelerate its revenue. The company its first-quarter earnings for 2023 said that in India low priced subscriptions saw a 30 per cent growth in customer engagement and 24 per cent revenue growth year-on-year. The OTT giant in …

Netflix web series CLASS becomes a global success; features in Global Top 10 shows
2 years ago

Netflix web series CLASS becomes a global success; features in Global Top 10 shows

India TV News  

'Class' streaming on Netflix, has become a global success. Class has also entered the global top 10 show of Netflix in the week Feb 6- Feb 12 2023. "The vision of the show was always to be make it on par with the best global products," shared Mautik Tolia, Director of Bodhitree Multimedia Ltd., "and we are vindicated by the …

Netflix to cut the subscription price in selected countries
2 years ago

Netflix to cut the subscription price in selected countries

India TV News  

Netflix subscription price cut : If you are fond of watching movies and videos, then you must know about the number of existing OTT platforms, and whenever someone talks about the platform, Netflix is definitely the talk. The company has recently reduced the price of its existing plans in some regions, to get more subscriptions to Netflix. Plans will be …

Netflix Wokeism: How it is Hitting the Streaming Platform Hard in India
2 years, 7 months ago

Netflix Wokeism: How it is Hitting the Streaming Platform Hard in India

News 18  

A few days ago, in the course of a conversation with a filmmaker friend, this writer got to learn that most streaming platforms were done with their attempts to be creative and wanted some good ideas to explore. However, one of the significant factors contributing to this loss is how a giant such as Netflix has taken it upon itself …

Netflix Update: Streaming giant adds 11 lakh paid subscribers in Asia-Pacific- Know more
2 years, 8 months ago

Netflix Update: Streaming giant adds 11 lakh paid subscribers in Asia-Pacific- Know more

India TV News  

Netflix Update: Streaming giant Netflix added 1.1 million paid subscribers in the Asia-Pacific region in the second quarter this year. The Average Revenue per Membership was -2 per cent, due to the impact of "our price decrease in India last December as well as plan mix," Netflix told shareholders after declaring Q2 results. Netflix in December announced new and reduced …

Netflix’s plan to fix its subscription crisis starts in Asia
2 years, 8 months ago

Netflix’s plan to fix its subscription crisis starts in Asia

Live Mint  

Despite plans to curb overall spending, Netflix's investment in Asia will keep growing, including financing for the production of local films and series, Tony Zameczkowski, vice president of business development for Asia Pacific, said in an interview. While Netflix will continue to offer low-price, mobile-only membership across Asia, it’s “Asia is a great proxy for other markets in the world,” …

Explained: The reason for the success of licensed films on streaming platforms
2 years, 9 months ago

Explained: The reason for the success of licensed films on streaming platforms

Firstpost  

Streaming services have been a great addition to Indian entertainment. From evergreen classics like Andaaz Apna Apna, Dil Chahta Hai and Lagaan, recent blockbusters like ‘ _ 83, Gangubai Kathiawadi, Sooryavanshi, Dasvi, Badhaai Do, Doctor_ and cinematic gems like Axone, Is Love Enough Sir? Popularity of licensed films on streaming Streaming services have been a great addition to the Indian …

Netflix next destination for India growth: Tollywood
2 years, 9 months ago

Netflix next destination for India growth: Tollywood

Live Mint  

In southern India, devoted fans worship film and TV stars like gods, erecting huge statues of actors which are bathed in milk as part of prayer rituals for a movie's success. The U.S. company has greenlighted at least six TV shows in southern Indian languages this year, aggressively chasing deals in Tollywood as the Telugu film and TV industry is …

Explained: Why Netflix is failing big time in India
2 years, 11 months ago

Explained: Why Netflix is failing big time in India

Firstpost  

In December 2021, Netflix lowered its subscription price for Indian subscribers across all plans, bringing its lowest plan at Rs 149 per month. In December 2021, the streaming giant lowered its subscription price across all plans, bringing its lowest plan at Rs 149 per month, but honestly, it is still not enough. Poor Desi content While Netflix has some great …

Netflix Saw Uptick In User Engagement in India, Despite Drop In Subscribers Globally
2 years, 11 months ago

Netflix Saw Uptick In User Engagement in India, Despite Drop In Subscribers Globally

News 18  

Content streaming platform Netflix, which reduced its subscription prices in India late last year, is witnessing an uptick in user engagement in the country, as it doubles down on creating more localised content. In a first quarter earnings call with analysts, Netflix said it has seen a nice growth in the country after it announced in December that its mobile-only …

Streaming content in Hindi meets low approval, says report
2 years, 11 months ago

Streaming content in Hindi meets low approval, says report

Live Mint  

Even as streaming content penetrates deep into the country, over-the-top video services are grappling with high volume and low audience approval ratings for Hindi content. Media consulting firm Ormax estimates suggest that across major streaming platforms in India, 233 original shows and 117 original films were launched in the Hindi language in 2020 and 2021, out of which only 26 …

Netflix subscription prices hiked but Indians should not worry
2 years, 11 months ago

Netflix subscription prices hiked but Indians should not worry

India Today  

Netflix has hiked its subscription prices following the announcement back in January. Netflix has increased the price by up to $20 in the US, causing the top-tier 4K plan to cost as much as $19.99 per month. According to The Verge, Netflix’s basic plan now costs $9.99 per month, up from $8.99, while the standard plan is now priced at …

Netflix CEO anguished over its poor performance in India
3 years, 2 months ago

Netflix CEO anguished over its poor performance in India

Op India  

Popular video streaming and production company, Netflix, has recently witnessed a massive slump in the growth of its subscriber base. Stock performance of Netflix On Thursday, Netflix co-founder and CEO Reed Hastings expressed his ‘frustration’ during an investor call over the slow growth of the video streaming company in the Indian market. Netizens pinpoint slump in Netflix’s growth to its …

Netflix annual subscriber additions halve, price drops pave way for India growth
3 years, 2 months ago

Netflix annual subscriber additions halve, price drops pave way for India growth

Live Mint  

NEW DELHI: American streaming service Netflix Inc. added 8.3 million subscribers globally in the December quarter on the back of its blockbuster Korean television series Squid Game, along with two big film releases: Don’t Look Up and Red Notice. The dystopian Squid Game, a late third-quarter release, which broke through globally early in the fourth quarter, generated 1.65 billion viewing …

Netflix announces up to 60% price drop in India
3 years, 3 months ago

Netflix announces up to 60% price drop in India

The Hindu  

Video streaming platform Netflix on December 14 announced a price drop of up to 60% in its subscription services in India as it looks to reach out to a wider user base in the country. “That is a huge one and the idea behind it is to really get our members and the audiences who will be coming on Netflix …

Indian creator of Int’l Emmy-nominated show hopeful of win
3 years, 4 months ago

Indian creator of Int’l Emmy-nominated show hopeful of win

Associated Press  

NEW DELHI — Bollywood director and ad maker Ram Madhvani’s internet series “Aarya” has already received plenty of love from viewers, along with widespread critical acclaim in India. On Nov. 22, Madhvani will know whether the first season of the crime thriller wins an International Emmy, the award created to honor excellence in television programming outside the U.S. One of …

Govt looks to screen first Netflix original at international film festival of India
3 years, 5 months ago

Govt looks to screen first Netflix original at international film festival of India

Hindustan Times  

New Delhi: International Film Festival of India is looking to tie-up with video-streaming giant Netflix to debut a platform original during the festival and host master classes with experts from the over-the-top platform, officials familiar with the matter said. International Film Festival of India is looking to tie-up with Netflix to debut a platform original during the festival, which will …

Netflix India to launch first post-production facility in Mumbai in June 2022
3 years, 9 months ago

Netflix India to launch first post-production facility in Mumbai in June 2022

Firstpost  

Netflix’s facility will be equipped with 40 offline editing rooms designed “as a flexible, collaborative and inspiring environment” for showrunners, directors, editors and sound designers. It will have 40 offline editing rooms designed as a flexible, collaborative and inspiring environment for showrunners, directors, editors and sound designers to create their best work. This reinforces our commitment to India’s entertainment industry …

Netflix India International Original Films Director Srishti Behl Arya resigns after 3-year stint
3 years, 10 months ago

Netflix India International Original Films Director Srishti Behl Arya resigns after 3-year stint

Firstpost  

Srishti Behl Arya played a major role in bolstering the platform’s library with more than 35 original films, including Guilty, AK vs AK, Bulbbul, and Serious Men Netflix India Director of International Original Films Srishti Behl Arya, who played a key role in expanding the content library of the popular video streaming platform in the country, has resigned. Arya had …

Netflix India's Monika Shergill responds to OTT guidelines: 'The goal of the govt and industry is to do the best for consumers and creators'
4 years ago

Netflix India's Monika Shergill responds to OTT guidelines: 'The goal of the govt and industry is to do the best for consumers and creators'

Firstpost  

This will be Netflix’s biggest year yet in the country with its slate of 40 plus titles, a testament to how “bullish” the network is about telling great stories and entertaining India, says Monika Shergill, vice president, content, Netflix India. The government recently brought in a new set of guidelines for online news and OTT platforms, which were self-regulating earlier …

Netflix now available for free in India for two days, here is how to get the offer
4 years, 3 months ago

Netflix now available for free in India for two days, here is how to get the offer

India Today  

Netflix’s long-awaited Streamfest that will offer 48 hours of free streaming is now live in India. To access the free offer, users should not already be subscribed to Netflix and should be registering with Netflix for the first time. However, users will be given access to all the Netflix features that are available for paid users including Profiles, Parental Controls, …

Netflix is free in India for two days. Twitter trends best memes
4 years, 3 months ago

Netflix is free in India for two days. Twitter trends best memes

India Today  

Netflix is free for this weekend in India. The online streaming entertainment service kickstarted its Netflix StreamFest today, which will be a two-day event on December 5 and 6 where anyone in India will be able to watch Netflix for free. pic.twitter.com/ZU5v7C55rV — Piyush Awasthi December 3, 2020 Me making a list of series and movies to watch during #NetflixStreamFest …

Netflix will be briefly free for Indian users from December 5, here is how to access it
4 years, 3 months ago

Netflix will be briefly free for Indian users from December 5, here is how to access it

India Today  

Netflix is offering free streaming for Indian users from December 5. The streaming giant announced the two-day event called Netflix Streamfest, which would let any non-subscriber browse the content on the app for free. For this, you will have to download either the Netflix app on your phone or visit Netflix.com/StreamFest website — After downloading the app, you will need …

Netflix announces free subscription for 2 days in India, no card details required
4 years, 4 months ago

Netflix announces free subscription for 2 days in India, no card details required

India Today  

Popular streaming app Netflix has announced that it will make its streaming services in India free for two days. Talking about announcing testing the Streamfest in India, Netflix COO Greg Peters had said during a conference call, "An idea we’re excited about — and we’ll see how it goes, we think that giving everyone in a country access to Netflix …

Netflix is increasing prices but you don't have to worry about it in India
4 years, 4 months ago

Netflix is increasing prices but you don't have to worry about it in India

India Today  

Netflix stopped its free trials across all markets, earlier this month. According to the report, Netflix has increased its annual content budget every single year over the last seven years with 2020’s estimate being $18.5 billion. Netflix CEO Reed Hastings told analysts during the company’s second-quarter earnings call in July that people might leave Netflix from time to time to …

Netflix to be available for free for 2 days in India from December 4, StreamFest announced
4 years, 5 months ago

Netflix to be available for free for 2 days in India from December 4, StreamFest announced

India Today  

When Netflix cancelled its one-month free trials earlier this month, there was a hint from the company that it would bring in more promotional offers to draw customers. "An idea we’re excited about — and we’ll see how it goes, we think that giving everyone in a country access to Netflix for free for a weekend could be a great …

It is never easy to say 'no' to a specific project, says Netflix India's Srishti Behl Arya
4 years, 6 months ago

It is never easy to say 'no' to a specific project, says Netflix India's Srishti Behl Arya

Firstpost  

Two years ago, Anand Tiwari’s debut feature Love Per Square Foot premiered directly on Netflix India, making it the first Indian film to release on a digital platform. Srishti Behl Arya, Director, International Original Films, Netflix India admits she has a busy time at work since both the supply and demand for movies at home is at an all-time high. …

You Can Now Use Netflix In Hindi And This Is How You Can Quickly Make The Change
4 years, 7 months ago

You Can Now Use Netflix In Hindi And This Is How You Can Quickly Make The Change

News 18  

Good news for Netflix users. The Hindi interface is now available for the Netflix app for smartphones, on the Netflix web version as well as on TV including the Android TV app, Fire TV app and the Apple TV app. To switch the interface language from English to Hindi, log in to the Netflix app or on Netflix.com via the …

Netflix finally has a Hindi UX interface
4 years, 7 months ago

Netflix finally has a Hindi UX interface

The Hindu  

Netflix has launched its user interface in Hindi, which enables members who prefer Hindi to easily discover, access and enjoy their favourite streaming content. Netflix members can switch to the Hindi user interface from the ‘Language’ option in the ‘Manage Profiles’ section on their desktop, televisions or mobile browsers. We believe the new user interface will make Netflix even more …

Netflix's 'Indian Matchmaking' gets arranged marriage wrong
4 years, 7 months ago

Netflix's 'Indian Matchmaking' gets arranged marriage wrong

LA Times  

They say you never forget your first time. Television Inside Netflix’s eye-opening look at arranged marriage, your next reality TV obsession ‘Indian Matchmaking’ joins Netflix’s growing stable of dating shows like ‘Love Is Blind’ and ‘Too Hot to Handle’ while taking on arranged marriage stereotypes. It was rather ironic then, that my sympathies lay the most with the two characters …

Netflix Goes Full Bollywood to Welcome BFF Radhika Apte's Return on OTT With 'Raat Akeli Hai'
4 years, 7 months ago

Netflix Goes Full Bollywood to Welcome BFF Radhika Apte's Return on OTT With 'Raat Akeli Hai'

News 18  

There was a time when Radhika Apte became synonymous with Netflix India for the platform’s purists. Take a look at some of the best comments that were shared on the post: A user quipped, “RADHIKA Apte + Netflix = DNA Relative.” “netflix is empty without radhika apte, ” remarked another. A person wrote,“I'll choose this love story over Rahul and …

Netflix India is dialling up the diversity with its new 2020 slate, says Monika Shergill, VP-Content
4 years, 8 months ago

Netflix India is dialling up the diversity with its new 2020 slate, says Monika Shergill, VP-Content

Firstpost  

Editor’s note: With the world in varying stages of lockdown during the ongoing coronavirus crisis, streaming services have seen a surge in consumption and consequently, commissioning of content. * Netflix India has announced eight new titles that have spruced up its slate for 2020 to 17 titles, including films surpassing theatrical release to premiere directly on the platform, and long-awaited …

Netflix won’t offer free first 30 days to users in India: Know what it means
5 years ago

Netflix won’t offer free first 30 days to users in India: Know what it means

India TV News  

Although Netflix plans are expensive as compared to rival streaming services, one thing good about it was that the video-streaming platform offered the first 30 days of free subscription. However, this delight is ending as Netflix will no longer provide users with free 30 days of subscription in India. No free Netflix in India It is suggested that Netflix aims …

How India’s top local streamer is battling Netflix, Hotstar, Amazon Prime Video
5 years, 1 month ago

How India’s top local streamer is battling Netflix, Hotstar, Amazon Prime Video

Live Mint  

As global streaming giants Netflix Inc. and Walt Disney Co. spend millions of dollars to grab viewers in India, a country that could become their biggest overseas market, a homegrown rival is preparing to defend its turf. Zee5, the top domestic streaming platform set up by India’s biggest television broadcaster, is betting on local content to fend off big-spending rivals, …

Internet and Mobile Association of India Sets up New Code to Govern Content on Streaming Platforms, Responds To Concerns
5 years, 1 month ago

Internet and Mobile Association of India Sets up New Code to Govern Content on Streaming Platforms, Responds To Concerns

The Quint  

Chatterjee, responded to this by saying that “The entertianment committee was started in IAMAI four years ago. The content has remained, and we’re just adding another tier to the complaints process.” “It was not discussed with the entertainment committee, because it did not concern the entire entertainment committee. Arre, and Ajay Chacko said that he will not sign it, and …

How streaming platforms like Netflix, Hotstar, Amazon Prime have changed the way we consume content this decade
5 years, 2 months ago

How streaming platforms like Netflix, Hotstar, Amazon Prime have changed the way we consume content this decade

Firstpost  

The past three years have increasingly belonged to streaming content in this country. If anything, this vindicates the huge investments OTT platforms have been making over the past couple of years into original ‘desi’ content across languages, genres and show formats. The big three: Hotstar, Netflix, Amazon Prime Hotstar, with the highest number of users in India, started out a …

Netflix & Co. have made a dent in the unchallenged supremacy of the feudal movie studios of the world
5 years, 2 months ago

Netflix & Co. have made a dent in the unchallenged supremacy of the feudal movie studios of the world

The Hindu  

In 2012, back when this writer was still in college, to be a movie buff meant flaunting multiple external hard drives, all chock-full of Hollywood and world cinema classics, downloaded either from the Internet or the college’s internal file-sharing network. The golden era of television meant, however, that these hard drives would also be stuffed with season after season of …

Netflix tests cheaper, yearly subscription plan in India
5 years, 3 months ago

Netflix tests cheaper, yearly subscription plan in India

Live Mint  

BENGALURU: Netflix Inc is testing longer subscription plans in India as it looks to attract more users in a highly competitive market where smartphone and internet usage is soaring. Netflix Chief Executive Officer Reed Hastings said last week the company was spending about $420 million on content for India, where it has already launched original series such as gangster drama …

Netflix to ramp up original Indian content, will invest Rs 3,000 crore towards it in 2020
5 years, 3 months ago

Netflix to ramp up original Indian content, will invest Rs 3,000 crore towards it in 2020

Firstpost  

Netflix founder and CEO Reed Hastings on Friday said the company has placed great emphasis on creating original Indian content for its audiences in the country and has invested Rs 3000 crore towards that in 2019-2020. Hastings said the streamer is committed to ramping up its original Indian content, something that will be visible to the audiences in the coming …

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