🎥 Can Netflix Win the OTT War in India?
Netflix India has performed better than Netflix Global. Can it now take over the OTT crown too?
Netflix and India seem to be in a casual and insignificant relationship with each other.
Netflix's market share in India is just 4%.
India's contribution to Netflix's global revenue?
Only 0.78%.
But the scene is changing real quick.
Netflix Global saw only 6.6% revenue growth and 23% operating profit growth during FY23.
It reported a 24.4% increase in revenue and a 75% increase in operating profit.
How did Netflix crack the Indian Market?
Understanding Local Preferences:
Netflix had a mere 12% of local content in India, while Prime Video dominated with a 60% regional catalogue.
But no more.
Netflix is now actively investing in local content to cater to the diverse Indian audience.
To make its content more accessible, it is investing in high-quality dubs in regional languages like Hindi, Tamil, Telugu, and Malayalam.
Indians are price-sensitive.
While Netflix hiked prices in the US, UK and France, it reduced prices in India by 20-60% to expand its user base. 
As per Netflix, over 100 million households used to share their passwords globally.
This meant lesser paid subscribers.
So, it implemented a crackdown on password sharing. And guess what!
Paid subscribers increased globally!
Now, to ensure its plans are affordable for the Indian consumer, it also launched mobile-only plans starting at Rs. 149.
But that's not all. They have more aces up their sleeves to conquer India.
Netflix is soon going to launch cheaper ad-supported subscription plans.
Once launched, this move can kill two birds with one stone:
- Generate ad revenue
- Drive further penetration in the price-sensitive Indian market.
While Netflix's growth in India is promising, do you think it will win the OTT war against the likes of Disney+Hotstar and Amazon Prime?
Let us know in the comments!
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