Netflix’s top boss, Ted Sarandos, recently spoke about why the company finds India to be a tough market. He said people here don’t like giving out their card details for monthly payments and that most Indians are more careful with money than people in the West. He explained that recurring payments are not something people in India are used to, and that has made it harder for Netflix to grow in the country.
While his points do make sense, they don’t tell the whole story. If payment issues were the only problem, then how have other platforms like Prime Video and JioHotstar become so popular in India?
The real issue seems to be in the kind of shows Netflix is offering. Many of Netflix’s Indian shows are aimed at a very urban and upper-class audience. For example, shows like The Royals don’t speak to the everyday Indian viewer.
On the other hand, Prime Video has found huge success with shows like Panchayat, which connect deeply with people from any background. These are the kinds of stories that feel real and relatable to a much larger audience.
So yes, money matters. But content matters even more. If people feel that a show is made for them, they are more likely to subscribe, no matter how it’s paid for
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