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36% Netflix originals to be non-English

The OTT platform is producing new content in 25 countries with a focus on India too.

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MUMBAI: Netflix has realised that if it wants to be a global leader, it can't do so by expecting just it's English content to fly high. According to the latest report from Ampere Analysis, the company is eying local content highly in Europe and Asia with a focus on non-English originals.

The streaming platform has added eight and nine million subscribers respectively between 2017 and 2018 in these markets. Encouraged by the success of hits like Dark from Germany and Sacred Games from India, Netflix announced 24 new titles for Europe in Q4 2018.

Investment in local language content not only helps subscriber growth but also throws competition to homegrown rival fight by captivating users with high-quality international productions. Elite, Narcos and Sacred Games – all these series have been adored in both native and English language audiences which shows how the international productions serve double purpose. The report says 36 per cent of Netflix’s upcoming originals will be non-English, and 46 per cent will originate from outside the US and Canada.

The streaming giant is currently producing new content in 25 countries, with 133 titles originating outside of its home market North America. Netflix is heavily focused on specific markets, with the top two international producers of the UK and India accounting for 32 per cent of international productions, and the top five accounting for 56 per cent.

Moreover, it is rapidly increasing production in key markets across Asia and Europe and the markets with past hits are getting more importance. The UK has added 10 titles so far in Q4 2018 followed by eight in India.

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