Factsheet
Videos
Netflix’s India turnaround is interesting
Friends is officially leaving Netflix India on December 30! It’s also available on Prime Video in 4K—for now.
Why is Netflix becoming a regular Indian TV channel ?
Netflix India’s New Policy: A Frustrated User’s Perspective
About 22 crore households in India own a TV. 40–50% still watch cable/DTH, but that’s shrinking every year.
Online, free viewing dominates. Over 70% of video viewing is on YouTube, JioHotstar freemium and other ad-supported apps. Paid subscriptions are roughly a quarter of the market.
Netflix is chasing that quarter. For years, it was written off as elitist and overpriced. But after cutting prices in 2021, it’s built momentum. The ₹149 mobile-only plan + more Hindi/regional originals have pushed its base to ~15M subs.
The real challenge: how do you grow in a country where most expect entertainment to be free?
Three angles:
Capture earlier: First OTT exposure in India is free (YouTube, free cricket). By pricing at ₹149, Netflix can hook viewers 2–3 years earlier than before, before habits form elsewhere.
Price sweet spot: Earlier ₹500 was too costly. But ₹149–₹199 sits near cable rates (~₹200–₹300). Netflix suddenly feels like a “cable replacement” for middle India.
Local content: Originals in Hindi, Tamil, Telugu, Malayalam are there.
Result: JioHotstar has scale via free IPL, but Netflix is quietly shaping the paid habit.
For the first time, Netflix’s India playbook looks sharp.
What do you guys think?