For some reason, global OTT giant, Netflix hasn’t been able to crack the Indian OTT market, and one of the main reasons behind their disastrous performance in the Indian OTT space is their lackluster planning. Barring Sacred Games, not a single one of Netflix’s India-centric regional shows or film could bring them any success. On the other hand, Amazon Prime Video has created possibly the most successful show in the Indian OTT space – The Family Man.
As for the Indian OTT market leader, Disney+ Hotstar (46 million paid subscribers), the OTT giant is heavily reliant on India’s most celebrated sporting event, the IPL. The OTT player has also been emphasizing on bringing promising Marvel shows onto their platform and they have been tasting reasonably good success with the same. Shows like Loki and Wanda Vision have been doing the job for them. The OTT platform hit the bullseye with their recent acquisition – Akhanda, which happens to be the highest viewed Telugu film in 24 hours from its premieres.
Netflix is nowhere close to its competitors when it comes to backing and producing regional content. For instance, Netflix hyped up Telugu anthology show, Pitta Kathalu is possibly one of the worst outings in the Telugu OTT space. Their promising Tamil show – Navarasa too turned out to be a dud. The reception garnered by these shows clearly imply that Netflix has gotten its content creation strategy all messed up. Bringing in able and talented filmmakers is one thing, but extracting the best output from them is a completely different thing altogether. Netflix is getting to learn it the hard way now.
With mere 5.5 million followers, Netflix is not even in the vicinity of Amazon Prime Video (19 million subscribers), let alone Disney+ Hotstar (46 million). The fundamental flaw with Netflix’s failed strategy should be their inability to roll out winning regional shows that can tap into the deeper pockets. To succeed in a nation with over 200 million households owning TV sets and having access to sports, films, and other forms of entertainment at rather low prices, Netflix should get its game bang on point sooner than later.