Understanding Netflix's India Challenge
Netflix, a global streaming giant, has managed to captivate audiences worldwide with its impressive library and streaming quality. However, its journey in India has been less than smooth compared to Disney+Hotstar and Amazon Prime.
Let’s explore the strategic gaps hindering Netflix’s success in this key market.
India is a price-sensitive market. While Netflix offers the lowest basic subscription fee (Rs. 149/- per month), it provides limited benefits compared to its competitors. Disney+Hotstar and Amazon Prime offer more value with multi-device access and additional perks like ad-supported free content and Amazon Prime delivery services. The Indian audience looks for maximum benefits at minimal prices, and Netflix needs to align its offerings to meet these expectations.
Despite efforts to produce India-specific content, Netflix struggles with localization. The Indian market demands relatable, regional content, which is why platforms like Amazon Prime and Disney+Hotstar have excelled by offering programming in multiple Indian languages and including popular genres like daily soaps and sports. Netflix's generic approach has not resonate well with Indian viewers.
Curious about the full analysis and potential strategies for Netflix to succeed in India?
Click How Netflix Can Win In India? - Ikana (ikanabusinessreview.com) to read the complete take.