Netflix India created new benchmarks of success in the first half of 2022. What initially seemed impossible became almost habitual with consistent international appreciation. But, can we call it a productive half?
We guess, NO.
Things could have been leaps and bounds better if Netflix intends to push Indian content on an international level.
The successes we talked about are only related to the list published under Netflix Top 10. For the first time, Indian films made it through and secured the number one position in Most Watched non-English film charts.
But, one must keep in mind the titles which made their way through the list. They were Gangubai Kathiawadi, RRR (Hindi) and recently Bhool Bhulaiyaa 2.
Do you know what is common in all of them?
They are all theatrical releases whose streaming rights fell into Netflix’s bag. Not one of them was an original film and except for Thar, there wasn’t even any big original film.
It’s not as if the original series has done some wonders. Except for The Fame Game, there wasn’t a single big success that the platform could be proud of. And even about that, let’s not forget that the credit goes more to Madhuri Dixit’s stardom than anything else. Any platform having Madhuri Dixit leading an original series will do great.
It’s not as if Netflix lacks any marketing skills, in fact, no Indian OTT platform comes close to them when it comes to promoting online. Their creative social media team always hypes up the excitement to great extent.
The answer to Netflix lacking any great success is simple, CONTENT.
When was the last time Netflix made a desi series with a relatable and engaging story?
Umm, it is tough to remember anything as such in recent times. And let’s be honest, shows like Masaba Masaba help in nothing but losing subscribers.
Just like Patal Lok and Panchayat, Netflix needs to work on their shows and films which relate to the mass. The creator of Squid Game reported that the mega blockbuster show is a result of 12 years in making.
Unfortunately, we hardly get anything from Netflix India which reflects the hard work before shooting. It is as if they rush to shoot and it ultimately kills the whole point of watching something.
If Netflix India really wants any Indian content to reach those heights of success then they need to pick better scripts and stories.
Although nothing good is in sight, we hope that Netflix India works on their originals and doesn’t simply rely on great theatrical films.