Netflix announced its 2021 lineup of Indian content coming to the platform at See What’s Next India event today. With over 200 million paid subscribers globally, Netflix is setting focus on next growth markets like India. To drive subscriber growth in India, the platform is announcing 41 original TV shows and movies.
For those who just finished watching Zindagi in Short or The Girl on the Train, Netflix is sending a message that it has more content on the horizon. During its fourth quarter earnings, Netflix announced that it has more than 500 titles currently in post production or preparing to launch this year.
Netflix See What’s Next India: a look at company’s plans for India
It had previously announced plans to debut at least one new movie every week of this year. The streaming platform is estimated to have over 25 million paying subscribers in the Asia-Pacific region. With increased competition from Disney+ and HBO Max in the US, Netflix is looking elsewhere for future growth.
The two markets where Netflix seems to be making significant strides is India and Korea. The company recently announced its plan to spend $500 million and today, it is announcing a slate of Indian content coming to the platform. The big attraction is over 40 new TV shows and movies coming to the service.
“We aim to ensure that your next favourite story is on Netflix,” Monika Shergill, VP – Content at Netflix India said during the announcement.
Netflix is challenging Disney+ Hotstar and Amazon Prime Video
With the new announcement, Netflix is showing that it is ready to take the fight to Disney+ Hotstar and Amazon Prime Video in India. A JustWatch report shows that Netflix, Disney+ Hotstar and Amazon Prime Video control 56 percent of the market share. While Netflix is considered to be on the premium side, the platform seems to be growing despite higher cost to entry.
Netflix has repeatedly said that it focuses on how to improve user experience rather than focusing on its competition. While some streaming services are using price as a ploy to attract users, Netflix has been all about content. While it has initially been about bringing Friends to Indian users, now it is turning over the platform to Indian creators with the goal of telling Indian stories.
It is not just about Indian stories for Indian consumers but rather Indian stories for a global audience of over 200 million subscribers. With Indian content, Netflix is using a tried and tested model of using big name actors, producers and directors and allowing its algorithm to push movies such as Sir that stand out on its own.
For Netflix, the real challenge is to convince Indian production houses to find a balance between theatrical window and streaming platform. The two Cs – Cricket and Cinema – have always had a larger than life image in India. While Disney+ Hotstar has IPL (or cricket), Netflix wants to own the major share of cinema in India.
Netflix India: List of movies releasing in 2021
- Ajeeb Daastaans
- Bulbul Tarang
- Haseen Dillruba
- Jagame Thandhiram
- Meenakshi Sundareshwar
- Sardar Ka Grandson
- The Disciple
Netflix India: List of TV shows coming in 2021
- Bombay Begums
- Delhi Crime S2
- Feels Like Ishq
- Finding Anamika
- Jamtara – Sabka Number Ayega S2
- Kota Factory S2
- Little Things S4
- Masaba Masaba S2
- Mismatched S2
- She S2
- Yeh Kaali Kaali Ankhein
Netflix India: List of comedy coming in 2021
- Comedy Premium League
- Kapil Sharma Special
- Sumukhi Suresh Special
- Aakash Gupta Special
- Rahul Dua Special
- Prashasti Singh Special
Netflix India: List of documentaries coming in 2021
- Crime Stories: India Detectives (Docu-Series)
- House of Secrets: The Burari Deaths (Docu-Series)
- Indian Predator (Docu-Series)
- Searching for Sheela (Docu-Film)
Netflix India: List of Reality Series coming in 2021
- Fabulous Lives of Bollywood Wives S2
- Social Currency
- The Big Day Collection S2
Content has always been the king when it comes to entertainment. It was true when we went to theatre chains to watch our favourite movie or sat in front of a TV to watch our favourite shows. It is truer now than before with so many different stories being told and so many different avenues to tell them in the best and effective way.
Netflix wants to be the platform of choice for these creators in India. More than that, it wants to be the platform that lets filmmaker’s tell their stories. “It is important for the filmmaker to tell their stories,” actor- producer Vivek Gomber said during the Netflix See What’s Next India event. While Netflix is getting the context fix for its subscribers, the big question is whether Indians will stretch their wallets.