Streaming behemoth Netflix has been going through some tough times recently. Loss of subscribers, falling revenue, mass layoffs and unhappy employees are only some of the issues facing the platform. Netflix India is not doing too well either. Its recent Indian Originals have met a tepid response from Indian viewers. The only thing that seems to be working for Netflix India is the spate of Indian films it has grabbed for post-theatrical streaming on its platform.
The past two months have been especially favourable for Netflix India. It has premiered a series of highly anticipated films from the Telugu, Malayalam and Tamil film industries. It is almost as if Netflix India has cornered the monopoly on the post-theatrical streaming rights for films from the South.
But even in the midst of all the good work, Netflix India has managed to goof up — and goof up badly! In fact, the streaming giant seems to have hit upon a new way to annoy Indian viewers.
Check this – in the past several months, Netflix India has premiered the following films from the South film industries on its platform – Jana Gana Mana, Hey Sinamika, Don, Virata Parvam, Ante Sundaraniki, Godse, CBI 5: The Brain, Mishan Impossible, Vaashi, Kuttavum Shikshayum, Dear Friend, F3, and several more. One would think that South film fans would be delighted at the feast of movies for their enjoyment.
But guess what – most Netflix viewers are quite miffed with the platform regarding the above cinematic treat. The reason – none of the above movies has been released on Netflix India in a Hindi dubbed version. Most of the movies in the above list are available to stream in dubbed versions of multiple South languages – Tamil, Telugu, Malayalam, Kannada. And none is available in the Hindi dubbed version.
The problem seems to have started from May 2022. Before that Netflix India made it a point to release their South cinema acquisitions in Hindi dubbed versions too. But since May – poof! no South film has released in its Hindi-dubbed version, except for Major and RRR. And that is because both films are pan-India ones, with legit Hindi versions.
Hindi is the most spoken language in India. Upwards of 60% OTT audiences comprise Hindi speakers. Yet, Netflix India has landed upon the seemingly weird decision to not release any of its South films in Hindi dubbed versions. Strange. Saying that Netflix’s Hindi-speaking subscribers are annoyed is an understatement. They are super miffed and extremely angry with the platform for its distinct bias. Netflix’s social media handles are full of comments from subscribers, demanding Hindi-dubbed versions of popular South films.
Not everyone can read subtitles and watch a film simultaneously. The vast majority of Hindi subscribers rely on Hindi-dubbed versions to watch content from the South. By not delivering on the needful, Netflix India is committing a grave blunder.
We can only give the streaming giant one extremely useful advice – better to shape up than be shipped out!
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