iWorld
Netflix adds 2.2 million subs from APAC in Q3 2021
Mumbai: OTT Giant Netflix announced its results for Q3 2021. The company grew its revenues by 16 per cent to $7.5 billion year-on-year and added as many as 4.4 million paid subscribers globally bringing its total subscriber base to 214 million subscribers.
For the second consecutive quarter, the Asia-Pacific (APAC) region was the largest contributor to Netflix’s subscriber growth with 2.2 million subscribers coming from this region alone. The streaming giant added 1.8 million subscribers from the Europe, Middle East, and Africa (EMEA) market.
The company forecasted 8.5 million subscriber additions for Q4 2021.
Netflix also reported that ‘Money Heist- Season five’ and ‘Sex Education- season three’ were two of its biggest returning shows of the quarter reaching 69 million and 55 million households, respectively. Korean drama ‘Squid Game’ became its “biggest TV show ever” by reaching 142-million-member households in its first four weeks of launch. The show has ranked #1 in Netflix’s top ten shows across 94 countries including the US.
The streaming giant said it will shift its metrics to ‘hours viewed’ for its titles rather than the ‘number of accounts that choose to watch them’ later this year.
“There is some difference in rankings but we think engagement, as measured by hours viewed, is a slightly better indicator of the overall success of our titles and member satisfaction,” it said on Wednesday. “We will start to release title metrics more regularly outside of our earnings report so our members and the industry can better measure success in the streaming world.”
Barring unforeseen events that result in large-scale production shutdowns the company anticipates a more normalised production slate for 2022 with even more originals releasing than 2021.
During Q3, Netflix announced its agreement to acquire the Roald Dahl Story Company pending regulatory approval and acquired video game developer Night School Studio.
Netflix also reported that when Facebook experienced a global outage for several hours on 4 October, the streaming platform saw a 14 per cent increase in engagement during that time period.
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
