Netflix, leading global streaming service, has become increasingly popular in India, where it previously struggled against competitors like Amazon Prime and Hotstar. Two years ago, its higher pricing and limited local content made it less appealing to Indian audiences. However, recognizing the importance of local content, Netflix shifted its strategy to focus on producing regional films, especially in Telugu and Tamil.
Since 2023, Netflix has experienced a remarkable resurgence. Blockbusters like PAN Indian star Prabhas’ Salaar have dominated the trending charts for weeks followed by Junior NTR’s “Devara”, while Dulquer Salmaan’s “Lucky Bhaskar” benefited from a short theatrical window. Other successful titles such as “Tillu Square” and “Guntur Karam” have further enhanced its position. The highly anticipated “Pushpa 2: The Rule” also joined its library after a significant investment.
Additionally, Nani’s “Saripoda Sanivaram” has boosted viewership across multiple languages, and even non-star films like “Mattuvadalara 2” have gained traction too. As competitors are facing challenges, Netflix is continuing to thrive with its strategic investments in local content, positioning itself for further growth in the future.