Netflix Expands Indian Content Offering

Netflix announced on Wednesday plans to release 41 Indian films and shows this year. This represents the company’s largest annual offering of Indian content to date. The move signifies a strengthened commitment to attracting subscribers in the world’s second-largest internet market.

Significant Investment in Local Content

The streaming service previously invested approximately $420 million in locally produced Indian content between 2019 and 2020. This year’s expenditure on the new Indian catalog is considerably higher. The current lineup is three times larger than the combined offerings of the previous two years.

Star-Studded Cast and Diverse Storytelling

The upcoming titles will showcase prominent Indian actors and directors. These include Madhuri Dixit, Karan Johar, Manoj Bajpayee, R. Madhavan, Raveena Tandon, Neena Gupta, and Dhanush.

Notable Series and Films

Among the new releases are “Bombay Begums,” exploring the lives of five women navigating complex challenges. “Decoupled,” a comedy by Manu Joseph focusing on Indian marriage, is also included. Furthermore, a second season of the Emmy-winning drama “Delhi Crime” will be available.

Rise of Indian Comedy Specials

Netflix will also feature comedy specials from popular Indian comedians. Sumukhi Suresh, Aakaash Gupta, Rahul Dua, and Prashasti Singh – all previously featured on Amazon Prime Video – will debut new shows on the platform this year.

Popular Web Series Return

“Kota Factory,” which initially gained popularity on YouTube, will stream its second season on Netflix later in the year. The show follows students preparing for engineering college entrance exams. Its first season was produced in collaboration with the Indian edtech company, Unacademy.

From Advertisement to Standalone Show

Dice Media’s “Little Things,” originating as a native advertisement campaign, has evolved into a successful series. A fourth season is scheduled for release this year.

Netflix’s Vision for Indian Content

“Our upcoming lineup features more variety and diversity than we have seen before,” stated Monika Shergill, Vice President of Content at Netflix India. “We are taking our next big leap in India to bring you more than 40 powerful and irresistible stories from all corners of the country.”

Shergill added, “This is just a taste of the films and series to come. We are excited to share these rich and diverse stories from the best and brightest creators and talent from India to the world.”

Context: The Indian Film Industry Landscape

Netflix’s expansion in India coincides with challenges faced by Bollywood. The Indian film industry, known for its high volume of film production, is experiencing lower theatre attendance due to the ongoing coronavirus pandemic.

Streaming as an Alternative Release Channel

In response, some Indian films have begun premiering directly on streaming platforms. However, some key industry players remain hesitant about this approach.

The Potential for Direct-to-Streaming Blockbusters

Karan Johar, a prominent director and producer, suggested during Netflix’s virtual press conference that streaming services are reaching a scale in India where major blockbusters, like his film “Kuch Kuch Hota Hai,” could be released directly on platforms like Netflix.

Growth of Internet Access in India

The proliferation of affordable mobile data and low-cost Android smartphones has driven significant internet adoption in India. Over half a billion Indians have come online in the last decade, with much of this growth occurring in the past five years.

Competition in the Indian Streaming Market

YouTube reaches over 450 million internet users in India, as reported by TechCrunch and corroborated by India’s IT Minister Ravi Shankar Prasad. Disney’s Hotstar boasts over 30 million paying subscribers. MPA estimates Netflix has approximately 5 million subscribers in India, a number that has increased with its partnership with Jio Platforms.

Increased Regulatory Scrutiny

Netflix’s growing presence in India is occurring as the Indian government increases its involvement in regulating content on on-demand streaming services. New rules announced last week introduce a level of censorship previously absent.

Content Classification Guidelines

The new regulations will consider the potential for offense related to caste, race, gender, religion, disability, or sexuality when classifying content. The strength and impact of these elements will be factored into classification decisions.

Recent Controversies and Apologies

Amazon recently issued an apology following objections to scenes in its political mini-series “Tandav.” Netflix has also faced scrutiny, with a police case filed against executives, including Shergill, over content in the show “A Suitable Boy.”

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