Netflix initiates India media agency pitch process

MUMBAI: The next big binge might not be a show, it could be a pitch deck. Netflix has reportedly kicked off a review of its India media mandate, setting the stage for a competitive agency pitch as it sharpens its playbook in one of its fastest-evolving markets. According to sources familiar with the development, the mandate spans both traditional and digital media planning and buying, reflecting Netflix’s continued focus on audience acquisition, engagement and subscription growth in India. The move signals a strategic reset rather than a routine shuffle, as the platform recalibrates how it reaches and retains viewers in an increasingly crowded streaming landscape.

The account is currently handled by Wavemaker, part of WPP, with multiple agencies now believed to be in contention as the pitch process gathers pace. While details remain under wraps, such reviews typically involve a close reassessment of media efficiency, data capabilities and cross-platform integration areas that have become central to streaming growth strategies.

India continues to be a critical market for Netflix, not just for subscriber expansion but also for content experimentation and pricing innovation. With competition intensifying across OTT platforms, the outcome of this pitch could shape how the brand navigates its next phase both in terms of visibility and value.

For agencies, it’s a high-stakes audition. For Netflix, it’s about ensuring the right partners are in place before the next season of growth begins.