Today, India stands only second to China in the volume of digital media consumption, as per the EY-Ficci 2023 report. Fans have never had more choice to enjoy great stories, whether that’s through the spike in smart TV penetration or the prevalence of fast, low-cost, internet-enabled devices.
Streaming services are reaching a wide range of audiences, with Netflix leading a cultural exchange that is changing the way we engage with the world. An unforgettable reminder of this impact, for me, will always be from a few years ago, when I heard a familiar tune play out at a local pandal: it was Bella Ciao (from Money Heist) featuring dhol!
This truly is the golden era of entertainment — and I firmly believe streaming will accelerate towards
solidifying itself as the ubiquitous medium of storytelling. There are so many stories to be told, across languages and from every village, town and city of our vibrant country. 2023 showed us that a powerful story can come from anywhere, and excite audiences everywhere.
The victory of RRR and The Elephant Whisperers at the Oscars, or Vir Das: Landing winning an International Emmy, are proof of this.
In 2024, I foresee a greater emphasis on programming that embraces the unique and the authentic. India
is a treasure trove of stories — and at Netflix, we are committed to celebrating it, across a variety of genres, with the best creators — from Sanjay Leela Bhansali, Yash Raj Films, Neeraj Pandey and Imtiaz Ali, to Abhishek Chaubey, Kanika Dhillon and Kapil Sharma.It’s the classic thali — something for every taste and mood, and that’s what we want to serve to our members both in India and across the world.
(The author is the Vice-president of Content for Netflix India)
