WORLDTECHNetflix Turns to TV Formats to Reach Indian Viewers
According to Inc42, Netflix is moving toward television in India, drawing on familiar TV franchises, reality formats and non-fiction programming to reach a broader audience. The course reverses the approach the streaming service first took in the country, when it built its offering around premium originals aimed at urban viewers and international titles.
Recent slate shows the new direction
Inc42 reports that Netflix increasingly depends on television properties that already have an audience, alongside reality and non-fiction shows, to widen its reach in India. The outlet points to recent programmes such as Lock Upp and The Great Indian Kapil Show, together with arrangements covering MTV Hustle and MTV Roadies, as evidence of this course.
Earlier India plan under review
The change stands out because Netflix originally based its India offering on premium originals for urban viewers and on international programming, the report notes. Netflix is based in Los Gatos and its products include streaming media.
The reorientation also follows candid remarks from the company's leadership. In the fourth quarter of 2021, cofounder and then CEO Reed Hastings described India as a frustrating market and said the company had not managed to build momentum there the way it had in other major markets.
Open questions
- How much of Netflix's viewing in India now comes from TV-style formats rather than originals?