Netflix co-founder, Reed Hastings is in India presently to make major announcements and discuss strategies regarding better user experience to its Indian viewers. The company aims to introduce locally-produced series and content to its Indian viewers and has announced strategic partnerships with leading Indian companies- Airtel, Videocon d2h and Vodafone. Netflix would soon offer their services over the top (OTT) via these companies’ direct-to-home (d2h) and telecom network.
“India is more movie-centric and among the top three markets in terms of mobile usage. We are investing heavily on content and will soon open an office in Mumbai,” said Hastings. Netflix services launched globally almost a year ago in January 2016, including in India. “In 2017, we will work on making our Indian service better in every dimension. What’s unique about Netflix is that we have got international originals and we will focus on premium content,” Hastings added.
Netflix originals and premium shows like ‘House of Cards’, ‘Narcos’, ‘Orange is the New Black’ and ‘The Crown’ has gained popularity globally, including India. The company’s partnerships with the said Indian companies would offer access to consumers across direct-to-home and mobile platforms throughout the country. “In the months and years to come, we look forward to bringing our Indian members more compelling stories from all over the world, an ever-improving viewing experience and incredible joy,” Hastings said.
Bharti Airtel will integrate the Netflix app into its d2h service throughout the country, allowing viewers to access Netflix shows on their Airtel set-top box. Commenting on the partnership, Gopal Vittal, Managing Director and CEO (India & South Asia), Bharti Airtel said “Airtel has been a pioneer in bringing the best of global content and products to its customers. We are delighted to partner Netflix to bring their popular content to our customer on one of our key digital platforms.”
A similar integration would be brought into the Videocon d2h set-top box as well, allowing viewers quick access to Netflix app and content by tapping a dedicated Netflix button on the d2h remote control.
“We are delighted to have Netflix as a partner on our HD Smart Connect STB. This partnership strengthens our DNA of innovation by providing an instant TV screen experience for Netflix users in a seamless manner,” added Saurabh Dhoot, Executive Chairman, Videocon d2h.
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Netflix has also joined hands with Vodafone India, offering pre-paid programs on mobile. Also, Vodafone India customers could pay for their Netflix subscriptions along with their monthly bill. “We are proud to be the first mobile partner of Netflix in India and look forward to offering its rich content to further delight our millions of customers”, said Sandeep Kataria, Director Commercial, Vodafone India.
Netflix would also be collaborating with popular Indian artists and provide its global platform of 93 million members to experience locally-produced series and films, told Hastings.
Netflix in India has recently been joined by Amazon Prime Video in competition in India. However, Amazon Prime Video is still limited to web and apps, Netflix may take lead with its new move.