Indiaâs OTT market is booming, with a growth rate outpacing global trends. By 2027, revenues are expected to double to $3.5 billion. Netflix, in particular, saw a 24% revenue jump in 2023, thanks to a savvy strategy.
With Indian series like âPanchayatâ on Prime and âHeeramandiâ on Netflix continuing to win hearts, Netflixâs success in India can be attributed to a five-step approach:
They understood and catered to Indian tastes by creating and curating content like âSacred Gamesâ and âYeh Balletâ that resonated with local audiences.
They adopted a mobile-first approach with affordable mobile-only plans, recognizing Indiaâs smartphone penetration and data sensitivity.
They broke language barriers by offering high-quality dubs in Hindi, Tamil, Telugu, and Malayalam, making content accessible to a broader audience.
They cracked down on password sharing, significantly increasing their subscriber base.
Finally, they reduced subscription prices by 20-60%, making the service more affordable and boosting engagement by nearly 30% year-on-year.
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