Netflix in India

Is India a potential profitable market for

Netflix?

Indian internet users to rise to 730 million(by 2020) from

350 million (2015).
75% of internet users in India are in the age group 15-34.
Implies there is a large population that has potential to
consume Netflixs flagship offering.
Huge success of Indian soap opera like Kyuki saans bhi
kabhi bahu thi shows how Indian market appreciates
original content.
So therefore Netflix has a huge profit potential by creating
similar original content tuned to the local market.

Indian Internet users - Age wise distribution

6 3

16

37

38

15-24

25-34

35-44

45-54

55+

We are proud to partner with Star World Premiere HD to

get this much-awaited series(Game of thrones) to India.

Head of Marketing London dairy on sponsoring GOT in India

Expedia, P&G etc. and other big brands line up to advertise

in, and sponsor such shows for their growing popularity.
This shows how inclined the youth of India is towards
English titles.
So, Yes India is a profitable market.

Pay per title model

US TV cable revenue/ user $80-$100

Netflix subscription rate $8-$10
Indian cable TV market price $4-$10
High data cost in India
Price conscious Indian mentality
Mobile driven digital growth
Pay per title with competitive pricing suitable for India

Legal, regulatory or cultural issues

for Netflix
No legal and regulatory
issues for videos on demand
Social mindset of India
Netflix videos have adult
content which is not suitable
for family viewing

Is Netflixs global image enough ?

Netfilx needs a dedicated marketed
campaign.
Differentiate itself by providing niche original
content similar to Narcos, HoC etc but made
for India
Go for competitor pricing
Position yourself as a provider of quality
original content tailored to regions.
Be the main sponsor of events like Comic con.
Go for print ad advertising in malls. Set up
kiosks that stream UHD content.
Discount teenage shows to hook them young.

So what can Netflix do?

Rope in directors like
Vidhu Vinod Chopra, SS
Rajamouli, AK
Murugadoss etc.
Long term collaboration
with a major production
houses like YRF.
Only 31 movies from
theIMDB Top 250are
currently available on
Netflix. Streaming observer
So increase the
quantity and quality of
the content

Thank You