iWorld

Netflix plans to become leading producer & distributor of high-quality Indian content

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/09/05/Reed_Hastings-Jessica_Lee.jpg?itok=ldDCbRV0

MUMBAI: Online properties are gradually overtaking television in the race to become video content leaders. From mass programming, entertainment now is moving towards personalised experience curated for each individual. Netflix plans  to become a leading producer and distributor of high-quality Indian content. In 2017, it has been doubling down on Indian investment and looking to put together a good content library.

This year, it announced partnerships with Videocon, Airtel and Vodafone -- which would help Netflix go deep into the diverse Indian market, taking in up millions of users to watch Netflix on a mobile phone, TV or through a set-top box.

Netflix, although, very expensive as compared to the monthly subscription of other OTT / VoD players in India came to the rescue of content lovers, Netflix Asia vice president of communications Jessica Lee tells Verve.

Be it TV shows or movies, Netflix, which closed Q2 2017 with 104 million members globally, has revolutionised video watching. It offers movies such as Okja and War Machine (both 2017) to a battery of shows such as House of Cards, Narcos and The Crown. Even though Netflix India charges the steepest subscription, it remains popular owing to its content.

A viewer earlier spent months following a TV series to conclusion, but now, Indians are finishing a series in three days (although, the global average is four days) such as Unbreakable Kimmy Schmidt, Narcos, Bloodline Jessica Jones. The most-loved genre in India is sci-fi, Netflix believes.

Netflix believes it is touching a pool of consumers in India with a great passion for diverse entertainment.  The VoD service offers global original shows from The Crown and Stranger Things to mainstream, star-driven Indian films such as Shah Rukh Khan movies, Baahubali and Dangal.

It is also working on independent films with film-makers in India. Comedy is another popular genre in India which Netflix is thriving on with original specials from Aziz Ansari, Russell Peters, Ali Wong, Chris Tucker, Hasan Minhaj and Dave Chappelle.

Some of the popular Netflix originals in India, one of its heaviest users of the 'download' feature, are Daredevil, Luke Cage, Narcos, House of Cards, The Crown, Stranger Things and Master of None. As a global platform, Netflix sees great stories travelling across regions which is a huge opportunity for Indian content creators.

Indian content is a part of Netflix's global plan. For 2017, its content budget is USD 6 billion for both, licensed and original content. It plans to reach over 1,000 hours of original content this year -- about 400 original TV series and films including ones from India.

On the originals front, Netflix is focused on finding great Indian stories – for the world to see, 'Sacred Games' being the first. It recently announced two other originals, Selection Day and Again. Another area for Netflix is top-quality local stand-up originals with, for example -- Aditi Mittal and Vir Das.

Netflix believes watching together is becoming a trend in India, with 79 per cent of couples surveyed saying that streaming is a way to spend time together. It has gathered that India is a nation of commute streamers. Indians, it says, are 82 per cent more likely to stream at 9 am, and the peak streaming time in India is 5 pm.

An interesting habit Netflix has observed in India is that while 31 per cent of its subscribers sign up on mobiles, they move to TV around six months later. While sign-ups on television are lower (at 12 per cent), within six months that behaviour grows to about 32 per cent. Netflix concludes that consumers are taking advantage of the flexibility it allows -- to watch on multiple devices.

ALSO READ :

Netflix to premiere multilingual original The Eddy by Academy award-winner Chazelle

Indian content at Netflix to be creatively lead by Disney's Simran Sethi

Disney parts ways with Netflix, plans sports & TV shows VoDs, buys BAMTech majority

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/nimisha.jpg?itok=yww5IwD6
Nimisha Pandey to head Hindi originals for Zee5

MUMBAI: ZeeL has roped in National award-winning writer and director Nimisha Pandey to head the Hindi originals for its digital entertainment platform, Zee5. In this role, she will be responsible for creating quality original content for the OTT.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/whstapp.jpg?itok=qXrVkwl-
Delhi HC on WhatsApp privacy: ‘It’s voluntary, user can delete it’

KOLKATA: Amid the controversy surrounding WhatsApp’s updated privacy policy, the Delhi high court has remarked that it is a voluntary app and one can choose not to use the platform. The court was responding to a petition filed against the Facebook-owned messaging app following changes to its terms...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/dnet_0.jpg?itok=slqFnOdI
OTT summit Vidnet returns with first virtual edition

KOLKATA: Indiantelevision.com’s flagship OTT summit Vidnet is back with its latest edition. Like other large industry summits in the post-pandemic era, Vidnet is also going virtual this year. Contiloe has come on board as the supporting partner, Bitmovin and Pallycon are the technology partners;...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/zee5.jpg?itok=rpYSNCnf
Two senior Zee5 executives step down

KOLKATA: Rajneel Kumar and Jay Pandya, two senior executives at Zee5, have put down their papers.   Kumar joined Zee5 in 2018 as head - expansion projects & head of products, and was entrusted with expanding the consumer offering to increase users and revenue by building new business verticals...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/wht.jpg?itok=NBLobWAT
WhatsApp delays its privacy policy update

WhatsApp is having an extremely eventful start to 2021. It began with a massive furore over its new privacy policy that was set to be implemented from 8 February this year. The overwhelming criticism has forced the messaging app to take a step back and in the latest development, it has delayed the...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/bb.jpg?itok=a9D9kfnZ
Guest column: How OTT platforms can keep customer churn at bay

The breakneck speed of OTT growth currently underway across the globe, improvements in internet speeds, and the addition of improved technology have been advantageous for millions of users to gain access to content on the go.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/17/ibaadat.jpg?itok=MhImZcQ6
Shemaroo's Ibaadat app gets a revamp

With everything going digital in 2020 combined with the lockdown in most countries, going to the Masjid was tough. Shemaroo came up with a solution for that – the Ibaadat app.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/16/times_internet.jpg?itok=DQAHd5yn
Puneet Tripathi joins Times Internet programmatic division

KOLKATA: Times Internet has appointed Puneet Tripathi as programmatic strategic planning & solutions head. He took on his new role in December 2020. Prior to this, Tripathi was associated with Alibaba group as monetisation strategy & programmatic director. His experience spans over 17 years...

iWorld eNews
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/15/whatspp.jpg?itok=kzBHoYuq
Petition filed challenging WhatsApp privacy policy

KOLKATA: In the wake of controversy over its updated privacy policy, Facebook-owned messaging app WhatsApp is facing legal suit in India. The new policy verges on user surveillance and threatens India’s security, a petition filed against the messenger said. After a brief hearing today, the matter...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required