Netflix India is growing significantly every year. While talking to Variety, Monika Shergill, VP content for Netflix India said, “A healthy streaming business, according to us, has to be built on the strong fundamentals of engagement, where we are doing very well.”
According to Netflix co-CEO Ted Sarandos, viewership grew by 30% and revenue grew by 25% in India.
As Netflix is aware of price sensitivity in India, it introduces a mobile plan which costs only $1.82 (INR149) per month. This really helped Netflix to penetrate in the Indian market and attract the user base.
“What we have been seeing with the pricing shift is that we’ve really opened access to a large audience base that is keen to watch Netflix, which is why we have been seeing the kind of momentum that we’ve had over the last year,” Shergill said. Despite the price drop, their revenue grew significantly this year.
She emphasised on the quality of content and how it is increasing engagement. She said, “We are currently in the most unmatched position of having a service that produces high-quality local content from so many different countries, in so many different languages, that we are poised to make those local hits into global cultural moments.”
Talking about the quality content, the executive series “Khakee,” “Trial by Fire,” “Rana Naidu” and “The Romantics” and films “Mission Majnu” and “Chor Nikal Ke Bhaga” are the key performers for the platform.
Netflix is really into going deep in the Indian market to capture it entirely. “We are very clear that wherever we are entering, we want to go deep there. And we want to build big there. Just spreading ourselves thin and trying to compete with the local players is not our objective at all,” Shergill said.
