Netflix is quietly strengthening its foothold in India, this time, with a major expansion down south. The streaming giant is set to open its second office in the country, in Hyderabad’s HITECH City, spanning 41,000 square feet.
While the internet was busy debating why Hyderabad was chosen over Bengaluru, the real story lies elsewhere, Netflix’s growing commitment to India as a long-term content and production hub.
For years, Netflix has treated India as a high-potential but tricky market, massive viewership, but intense competition and relatively low ARPU. But the platform’s recent moves show a shift in strategy. It’s no longer treating India as a market to “crack”, it’s treating it as a market to build from.
This new office will reportedly focus on regional content development, technical workflows, and vendor management for production and post-production. In other words, Netflix is investing not just in streaming stories from India, but in building the infrastructure to make those stories.
The company has already found major success with Indian originals like Delhi Crime, Kohrra, and Amar Singh Chamkila, and its continued investment signals confidence in India’s creative economy. By setting up shop in Hyderabad, a city that’s fast emerging as a film production hub with world-class facilities, Netflix is also positioning itself closer to the country’s southern storytelling ecosystem.
It’s a clear sign of intent: Netflix isn’t retreating from India after years of trial and error. It’s doubling down, expanding beyond Mumbai’s boundaries, and embedding itself deeper into India’s diverse creative map.