In a different era the car-rental company Avis once touted its second ranking behind market leader Hertz with the slogan, ‘We try harder’. That could also be the mantra in India for Netflix, the global streaming giant which is a distant third place behind market leader JioHotstar.
Netflix is taking multiple steps to embed and integrate itself within the Indian film and TV economy, including taking the title sponsorship role at this week’s ongoing Waves Film Bazaar (WFB).
Netflix’s business model in India has evolved over time, ranging from an initial focus on foreign-language content delivered to upmarket audiences in the big cities (‘metros’ as they are called in India), through commissioning of Hindi-language originals. In the post-Covid era, Netflix has gone more mass market by expanding its array of regional language content and, from late 2022, the addition of cheaper, advertising supported and mobile subscription tiers.
The service remains by some calculations three times pricier than the average revenue per user of its competitors. And it lacks the sports component that enabled JioHotstar and predecessor Hotstar to leap to the top.
But with an estimated 16 million subscribers, according to consultancy firm Media Partners Asia, Netflix’s India business is now sustainable and the third largest contributor to the group’s overall results (and was second in terms of ad revenue in 2024).
Netflix India had a bumper 2024, with blockbuster shows including Heeramandi: The Diamond Bazaar, Amar Singh Chamkila, The Great Indian Kapil Show and IC-814: The Kandahar Hijack. It wants more.
The company’s sponsorship role means that it co-hosts Waves Film Bazaar’s Knowledge Series (seminars and presentations), Tech Pavilion (exhibition and on-site demonstrations) and a story pitching initiative aimed at supporting emerging voices. It also gets direct access to the talent through a three-day pitching forum where filmmakers and screenwriters present projects to the streamer’s content team.
The festival will screen Netflix-backed Taiwanese drama film Left-Handed Girl and Indian film Raat Akeli Hai: The Bansal Murders, with stars Nawazuddin Siddiqui and Radhika Apte, and the festival’s closing ceremony on Friday (November 28) is expected to include a second season preview of the company’s Hindi language series Maamla Legal Hai.
“There is no longer a real conflict between the OTT companies and film festivals in India. The platforms are here to stay and cinema is evolving”, one source close to the festival told Screen. “It was a government initiative for WFB to launch its web awards and we are in the second year of that now.”
WFB’s web awards are juried prizes awarded to the best of five pre-selected series, hailing from independents and majors alike.
Netflix is further embedding itself with India’s institutions and reaching into other forms of entertainment. Last month, it struck a deal with the Federation of Indian Chambers of Commerce and Industry (FICCI) and the Indian Institute of Creative Technology (IICT) to nurture animation, visual effects, gaming, comics and extended reality (AVGC-XR) talent.
“This collaboration with IICT and FICCI aligns with the government’s vision to strengthen India’s AVGC sector,” said Mahima Kaul, director of global affairs, Netflix India. “By nurturing world-class talent, IICT aims to serve as a catalyst for India’s digital economy—empowering youth and enhancing the nation’s creative capabilities.”
According to a government statement, IICT will develop industry-driven curricula, while students will benefit from workshops, masterclasses, and guest lectures by leading professionals. The partnership will also provide scholarships to select students through the Netflix Fund for Creative Equity, supporting underrepresented talent in the media and entertainment sector. Additionally, Netflix will participate in IICT’s national councils — R&D Council, Academic Council and Industry Development Council.
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