iWorld
Big growth in viewing in India led by originals: Netflix’s Ted Sarandos
MUMBAI: Last year, Netflix rolled out a mobile-only plan in India to suit the country's preference for smartphones over laptops. Moreover, it was a way to delve deeper into a market where its basic Rs-500-a-month subscription plan was sharply expensive compared to homegrown OTT giants. The bet got the success it hoped for and Netflix followed the footprint in other markets as well. After nearly a year, the streaming service seems satisfied in the uptake of mobile-only plans as well as its overall growth here.
“It's a plan (mobile-only plan) that we've tested for a while and we have rolled it out now in a bunch of countries: India, Malaysia, Indonesia, Thailand and the Philippines. And it's consistent with the broad theme and goal that we have which is why we're seeking effective ways to make the Netflix service more accessible to more and more people around the world,” Netflix chief product officer Greg Peters said in an earnings call.
This strategy has helped Netflix witness a significant increase in acceleration and addition of new members. From a revenue perspective, it's also helping the company go from "neutral to positive", which Peters says will be good in the long term for the business.
While all streaming players have witnessed magical growth in users during this COVID-19 lockdown, everyone is keen to know about Netflix’s growth in the period. Peters said he would not draw any strong contrast between India and other countries around the world. He mentioned that it is putting high effort to make the offering more competitive and attractive to members.
“We've seen a big growth in viewing in India and have had great success for our local originals. Most recently was She andGuilty and a few others have been driving a lot of engagement in local content on our India service and they also are big fans of our global original content like Lacasa de Papel. So we're growing the business of licensed originals, international and domestic, across the board,” Netflix chief content officer Ted Sarandos said.
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
