Why is a big OTT platform like Netflix not succeeding in India?

The credit for introducing India to the world of premium services, ie OTT, goes to Netflix in the true sense. Although, in the year 2008, Reliance Entertainment launched an OTT platform called ‘Bigflix’ in India, no original web series or movies were broadcast here. After that, in the year 2016, Amazon Prime Video came to India, but at that time it also had no original Hindi content, so OTT could become a separate identity. Netflix was launched in India in the year 2018. It first streamed the web series ‘Sacred Games’. This was the unique content of the cinema in front of the Indian audience. Seeing this, the popularity of this web series started to rise like wildfire. A large number of people saw it by subscribing to Netflix. At that time, the popularity of Netflix began to skyrocket. But today his condition is getting worse. Alam is that the number of Netflix subscribers is continually declining. In the first quarter of this year, its user base saw a huge decline.

According to a report, more than 2 lakh Netflix subscribers have dropped in 100 days. Netflix subscribers worldwide dropped to 221.6 million in the quarter ended March 31, 2022. Not only this, but a 25 percent drop in the company’s stock has also been recorded as a result. . This is the first time in Netflix history that such a large number of subscribers has been dropped. Netflix says its subscribers are declining due to the war between Russia and Ukraine, because the company has stopped providing its services there. It is true that the number of Netflix subscribers worldwide is decreasing due to the war between Russia and Ukraine, but despite millions of efforts in India, their subscribers cannot increase, what is the reason behind this? ? While India is the largest country in the world after China in terms of population. Internet expansion is also happening rapidly here. According to netizens, the number of Netflix subscribers here is nothing.

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If we talk about India alone, then there are 350 million OTT subscribers here. Disney Plus Hotstar has the highest share of this, having 45 million total subscribers. Apart from this, Amazon Prime Video has 17 million and Netflix has 5 million subscribers. If we talk about subscription share, then Disney Plus Hotstar 41%, Eros Now 24%, Amazon Priv Video 9%, Netflix 7%, Zee5 4%, Alt Balaji 4%, 3% of Sony Liv. Sharing is. From this, one can estimate what is the status of Netflix in India. While Netflix has prepared a new strategy many times to strengthen its position. Under this, the subscription fee in India was reduced. The content strategy also changed. Even the entire Netflix India team has changed, but the situation is still the same as Dhak Ke Three Pata.

Let us know why Netflix was not successful in India…

1. Content Strategy

The main reason for the success of OTT around the world is its content. Today OTT is challenging the box office due to its original content. Through web series like Sacred Games, Mirzapur, Panchayat, The Family Man, Delhi Crime, Special Ops, Asur, Breathe, Graham and Abduction, OTT gave the audience a new flavor of entertainment. Netflix and Amazon Prime Video were the first in this case, but in later times it won Disney Plus Hotstar. After the alliance with Walt Disney, his name has become Disney Plus Hotstar. Movies like Dil Bechara, Laxmi, Lootcase, Sadak-2, Bhuj, Hungama 2, Big Bull, Khuda Hafiz, and web series like Criminal Justice, Eclipse, Loki, and The Empire have been streamed on it. Today, for their content, these platforms are at the forefront, because here the audience sees something new every week. By comparison, Netflix has web series made mostly in English or other languages. Hindi content is rarely broadcast.

2. Subscription price

Netflix subscription price was earlier higher than other OTT platforms in India. It has recently been reduced. Previously, you had to spend Rs 500 per month to subscribe to Netflix. But now it has been reduced to Rs 150 per month. However, this can be considered a step too late, because during this time platforms like MX Player, Sony Liv and G5 have strengthened their place. Amazon Prime Video is not far behind in this race either. Amazon Prime Video charges Rs 179 per month and Rs 1499 per year compared to Netflix. At the same time, Disney Plus Hotstar charges Rs 49 per month and Rs 499 per year. The price range may explain why the Disney Plus Hotstar subscription is more. Disney can be watched for a year in the same amount that Netflix used to get a month before.

3. Competition

OTT platforms are expanding very fast. There was a time when only two OTT platforms were mainly active in the country, Netflix and Amazon Prime Video. But due to the lockdown in the Corona period, when OTT became the entertainment medium for the audience, the demand increased rapidly. In view of this, many domestic and foreign OTT platforms were launched. Among them, platforms such as Alt Balaji, MX Player, Voot, Zee5, Ullu TV, Senilev, Disney Plus Hotstar and TVF Play stand out. There were 40 OTT platforms in India about a year and a half ago, but now their number has doubled to more than 80. So there is strong competition between OTTs where it is very difficult to hold space. In this match, whoever entertains more for less money can survive. This work is currently being done by Disney Plus Hotstar, so it’s early.

4. Target audience

The subscription of any OTT platform also depends on its target audience. On which OTT platforms some type of content is being shown. Like most of the web series shown on Netflix, they are focused on the subway. Here the content is completed in English compared to Hindi. Since people prefer to watch movies in the regional languages ​​of India, the demand for shows made in Hindi, Tamil, Telugu, Malayalam is higher. As such, this is also the main reason for the success of Pan India movies. Netflix has been aware of this for a long time. It is said that now you would regret it when the bird ate the farm, the same goes for Netflix. When there are more than 80 platforms in India. Outside of that, more than a dozen OTT platforms offer the best content. In such a situation, now by reducing the subscription charge, you will not get the success very soon in bringing new types of content.

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