iWorld
Netflix’s ‘Sacred Games’ is most in-demand digital original in India
MUMBAI: Sacred Games has turned out to be a divine providence for streaming giant Netflix. Barely two years into its India foray, this single show has helped the US-based OTT platform to increase its subscribers and has even aided its performance in other countries. This was affirmed by a Parrot Analytics study. As per the report, it emerged as the most in-demand digital original in India in the third (July-September) quarter.
The first Indian original of Netflix is not only the most in-demand among Indian digital originals but also among all digital originals available. It had over twice the average demand of 13 Reasons Why which acquired the second place in the list. However, the streaming giant’s second Indian original Ghoul also performed strongly, becoming the 11th most in-demand original in the country despite not being released until halfway through Q3.
“The Indian market was also well served by Amazon Prime Video’s Indian digital original titles like Comicstaan, Inside Edge and Breathe. These series are all in the top 30 digital original series in the market, with Comicstaan the highest at 19th most in-demand,” the study added.
As streaming platforms are increasingly investing in local content globally, the number of digital originals in a variety of languages has increased. Thanks to localisation, local titles are becoming hits according to the top 20 digital original charts for each market.
Netflix’s Orange Is The New Black has emerged as the most in-demand digital original series in most markets this quarter topping the chart in four countries including the United States, Denmark, Finland and Sweden. Stranger Things topped three markets including Chile, Argentina and Singapore.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
