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Netflix’s India investment $2BN created in economic impact

  • May 3, 2025
  • Kumar
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Netflix's India investment $2BN
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Netflix’s India investment $2BN : Netflix Co-CEO Ted Sarandos recently announced that the company’s investments in India have generated a staggering $2 billion economic impact between 2021 and 2024.

Netflix's India investment $2BN
Netflix’s India investment $2BN created in economic impact

This revelation was made at the inaugural World Audio Visual and Entertainment Summit (WAVES) 2025 held in Mumbai, highlighting India’s growing significance as a key market for the global streaming giant.

Economic Impact and Job Creation

Netflix’s investment in local Indian productions has not only boosted the economy but also created

approximately 20,000 jobs for cast and crew members across the country. Sarandos emphasized that

these investments have supported skill development and infrastructure growth, with filming taking

place in over 100 towns and cities across 23 Indian states. The collaboration with more than 25,000

local professionals underscores Netflix’s deep commitment to nurturing India’s entertainment

ecosystem.

Rise of Indian Content Globally

In 2024 alone, Indian content on Netflix was streamed for more than 3 billion hours worldwide, which

translates to nearly 60 million hours per week. Sarandos highlighted that every week in 2024, at least

one Indian title featured in Netflix’s global Top 10 non-English charts, reflecting the strong international

appeal of Indian storytelling.

This surge in viewership is a testament to India’s rich cinema culture and the global audience’s growing

appetite for authentic local stories. Sarandos pointed out that the stories that resonate the most globally

are those deeply rooted in local authenticity. He stressed that content must first be loved within India

before it can succeed internationally, cautioning creators against diluting their narratives to fit a global

mold45.

Strategic Importance of India for Netflix

India has been a vital market for Netflix for nearly a decade. The platform gained a strong foothold

around seven years ago with the success of the local production Sacred Games, starring Saif Ali Khan.

Since then, Netflix has produced about 150 original films and series filmed across 90 cities in India,

reflecting a broad and diverse content slate.

Sarandos compared India’s current storytelling moment to the global breakout of South Korean content,

epitomized by Squid Game. He believes India is on the cusp of a similar inflection point, with streaming

platforms like Netflix democratizing filmmaking and providing unprecedented global distribution

opportunities for Indian creators2.

Streaming and Cinema: Coexistence in India

Addressing concerns about streaming platforms impacting traditional cinema, Sarandos expressed

optimism about their coexistence. He noted that cinemas are not outdated and that streaming and

theaters serve complementary roles. The large and diverse Indian market allows both to thrive, with

audiences eager to consume great stories in multiple formats.

Sarandos praised India’s fan-centric approach to content consumption, particularly how films quickly

transition from theaters to streaming platforms, enhancing accessibility for viewers. This flexibility, he

said, places India ahead of many other countries in democratizing access to film.

Future Outlook and Content Slate

Looking ahead, Netflix is excited about its upcoming Indian content, including titles like The

Royals and The B*****s of Bollywood. These releases, along with global fan favorites such as the final

season of Squid Game, Stranger Things, and Wednesday, reflect Netflix’s ongoing commitment to

diverse storytelling.

In summary, Netflix’s $2 billion economic impact in India underscores the country’s strategic importance

to the streaming giant. Through massive local investments, job creation, and a growing global audience

for Indian content, Netflix is playing a pivotal role in shaping India’s entertainment landscape and

positioning it as a global creative powerhouse

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