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.
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
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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