India Catalogue Has More Than Doubled Since 2016 Launch, Indians Amongst Top Netflix Mobile Downloaders: Jessica Lee

Video On Demand service, Netflix has more than doubled its catalogue in India since its launch in the country in 2016, the Television Post reports citing Jessica Lee, VP, Communications, Netflix Asia adding that Netflix aims to further draw on the richness of content creators.

During an interaction with the Television Post, Lee said, “We have more than doubled our catalogue in India since our launch in 2016 encompassing both original and licensed titles. Our content investment in India has scaled at a very fast pace.”

Netflix already has released four original Indian films. Further, the streaming platform has announced a total of 11 original series and has nine upcoming Indian original films, various kid series and an unscripted series on the Indian Premier League (IPL) and the Mumbai-based franchise team, Mumbai Indians.

Lee notes that 82 per cent of Indians, usually stream Netflix while commuting at 9 AM and resume while travelling back home. She adds that 5 PM is the peak streaming time in India. After the ‘downloading’ feature was added in 2016, she says, “Indians are amongst the top mobile downloaders in the world for Netflix content.”

Among the company’s strategy, regional content plays a vital role. The service has calculatedly grown its regional language content offerings and has ensured that local content is offered in several languages.

Providing a take on their programming strategy, Lee says Netflix aims to produce finely crafted, deeply relevant, proudly local series since they disclose new and unique stories from India.

She also talks about the various local partnerships of the distribution front that enable Indian consumers to access Netflix easier. “We want to make it much easier for Indian consumers to watch Netflix, whether on a set-top box or on a mobile”, she said.