Over the past year, Netflix has mastered the strategy of southern content. Though they have been negligent in making originals in Tamil, Telugu, Kannada, and Malayalam, they are providing a platform for the biggest films in these languages.
Most of the titles Netflix features carry the “popular” tag. Films like Kalki 2898 AD, Lucky Baskhar, Amaran, and Pushpa 2: The Rule have been streaming on Netflix and are bringing in significant numbers.
But by focusing only on overly popular titles, is Netflix playing it too safe?
Yes.
Netflix could have experimented with films like Identity or Marco. While neither of these films reached the northern mass audience, they had strong word-of-mouth. If Netflix had acquired them, it wouldn’t just have benefited those films—it would have also showcased Netflix’s range.
But by failing to do so, it’s clear they are playing it safe. The same can be said for Prime Video as well.
On paper, platforms like Zee5 and SonyLIV seem to be experimenting. However, the reality is much harsher. Since they miss out on big titles anyway, they have no choice but to acquire these smaller films.