Netflix Flips Its India Script
Netflix, which once dismissed India as a 'frustrating' market, is now prioritizing established TV franchises and reality programming like Lock Upp and MTV Roadies to reach broader Indian audiences. The shift marks a departure from its initial premium, urban-focused original content approach. In Q3 2026, Netflix India reported 18% YoY revenue growth and 24% viewing hour increases, fueled partly by Lock Upp becoming the platform's highest-viewed title in the country.
Key points
- Netflix pivoting from scripted originals to reality TV and established TV franchises in India
- Lock Upp reality series became Netflix India's highest-viewed title, driving subscriber growth
- Q3 2026: 18% YoY revenue growth and 24% viewing hour increase, largest quarterly net additions yet
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