Netflix Flips Its India Script

Netflix is betting that familiar reality shows, Bollywood blockbusters and regional stories could help it move beyond urban audiences and finally crack India’s streaming market.

Added to Saved Stories in Login VIEW SAVED STORIES .inc42-toggle-item-popup { display: none; position: relative; } .toggle-item-close { text-align: end; padding: 8px 12px 0px 10px; position: absolute; right: 0; cursor: pointer; } .toggle-items-content-main { display: block; position: relative; top: 27px; left: -204px; border-radius: 12px; background: #FFF; box-shadow: 0px 4px 24px 0px rgba(100, 100, 100, 0.25); width: 435px; height: 115px; } .toggle-items-content { display: flex; align-items: baseline; justify-content: center; padding-top: 22px; } .toggle-items-content .items-content-text .h4-saved-story{ color: #000; font-size: 20px; font-style: normal; font-weight: 700; line-height: normal; text-transform: capitalize; margin: 2px 0 10px 6px; } .toggle-items-content .items-content-text .myInc42-plus-dark { width: 100px !important; } .toggle-items-content .items-content-text .myInc42-light { width: 80px !important; } .toggle-items-content .items-content-text img{ height: 22px; } .view-my-feed-btn { width: 100%; text-align: center; display: flex; justify-content: center; } .view-my-feed-btn a { width: auto !important; } .view-my-feed-btn button { border-radius: 4px; background: linear-gradient(180deg, #DA1B4D 0%, #E23026 100%); color: #fff; font-size: 12px; display: inline-block !important; min-width: 162px; width: 162px !important; height: 34px !important; font-style: normal; font-weight: 700; line-height: normal; padding: 10px; cursor: pointer; } .CustomIconStyled { position: absolute; right: 180px; top: -80px; } .SubDropdownModelShare .sub-arrow-icon { width: 76px; height: 80px; position: relative; overflow: hidden; box-shadow: none; } @media (max-width:767px) { .toggle-items-content .items-content-text .h4-saved-story{ margin: 4px 0 10px 6px; font-size: 18px; } .toggle-items-content { align-items: center; } }

What if Netflix’s next big hit in India is not an expensive scripted original, but a reality show with a ready-made fan base? The streaming giant appears to be warming up to an idea it once seemed determined to move away from: television.

Netflix is increasingly turning to established television franchises, reality formats and non-fiction programming to reach a wider audience in India. Its recent content choices, including Lock Upp, The Great Indian Kapil Show and deals for MTV Hustle and MTV Roadies, point to that shift in India.

The change is significant for a platform that initially built its India proposition around premium, urban-focused originals and international programming. In the fourth quarter of 2021, Netflix cofounder and the then CEO Reed Hastings described India as a “frustrating” market. He also stated that the........

© Inc42