For the last couple of years, OTT platforms have been marketed as the next big thing. While the market remains price-sensitive, the sheer size of the audience compensates for it. Netflix, in particular, seems to be experiencing a significant boost recently.
This week’s global charts highlighted India’s growing potential in the OTT space.
In the top 10 non-English film chart, three Indian films made the cut. Two of these are licensed films, while one is an original.
Firstly, the saga of Devara continues. Although it was initially overshadowed by The Buckingham Murders, it staged a strong comeback thanks to its Hindi dub, which boosted its viewership significantly—by nearly 70 percent.
On the other hand, Netflix’s original Sikandar Ka Muqaddar, directed by Neeraj Pandey, performed decently despite mixed reviews. With 3.2 million views, it managed to attract a fair share of attention. The question now is how long it can sustain its momentum.
The biggest winner, however, is Lucky Baskhar. Netflix seems to have cracked the code for licensed content, particularly for southern audiences. Lucky Baskhar amassed an impressive 5.1 million views, likely driven by northern viewers who missed it in theatres.
Overall, Netflix India is doing well in terms of numbers, but this success primarily stems from licensed content. The audience has made it clear they want more compelling original content. If Netflix fails to deliver on this front, the current wave of success may not last.