iWorld
Netflix steps up marketing drive in India, finally
MUMBAI: There are finally some ripples in sight in the otherwise still surface of Netflix’s marketing efforts in India. From carefully curated short videos hashtagged #LifeWithoutNetflix that are doing the rounds on social media, to meme wars with market rival Hotstar on Twitter, we are seeing more of the American over-the-top video giant’s activity recently — a change from its initial presence in the market.
https://www.facebook.com/NetflixIN/videos/1008915785888828/
“The #LifeWithoutNetflix social campaign was created primarily to share with our users the things we love about Netflix and the great stories they can find on our service. We want to build communities within the Indian audience to help them discover content they will love, and also to understand what they want in an entertainment experience,” shared a spokesperson from Netflix team based in Singapore.
On the recent Twitter spat with Hotstar over an internet meme and its omnipresent rivalry with the Star India owned OTT platform Hotstar, Netflix shared, “Because the entertainment market is so broad, there is an opportunity for multiple brands to be successful. Many people will subscribe to several services (including Netflix) since we have different, exclusive content.”
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Apart from its quick rise to be a market leader in the digital video space, what makes Netflix stand out is its effervescent marketing campaigns. Believe it or not, its trademark ads are part of the reason it is a brand to be reckoned with, in several mature markets. And there are no rewards for guessing which media it’s best at. Netflix is known to be bullish with its social media campaigns, with each new market it enters. And yet, its touchdown on Indian soil earlier this year was marked with limited fanfare on the company’s part. No gala launch events, no press conferences with big names, no over the top PR drive. It was left to the overzealous media and enthusiastic netizens to spread the word organically.
Therefore, industry couldn’t help ponder if this was a strategy of some sort, or Netflix simply wasn’t ready enough to take on the Indian market head on. Or maybe it is not on its priority list, given the fact that Indian audience still hasn’t fully accepted the SVOD way.
Studying the market and spotting the real problems that is native to the audience was part of the reason for keeping a low profile before taking a plunge, a Netflix official pointed out. After all, a campaign gone wrong is probably worse than no campaign at all.
“It’s early days in India and there’s still much to learn and discover so that we can keep making the Netflix experience better. We are pleased with how consumers in India are discovering Netflix. They like the fact that we are a flat-fee unlimited viewing commercial-free experience, can cancel anytime without commitments. They can watch as much as they want, anytime, anywhere, on nearly any Internet-connected screen,” Netflix shared. Therefore, to start with, building awareness is Netflix India’s primary task when it comes to marketing.
Netflix has also somewhat caught the nerve of the Indian audience’s watching taste. “For now, we very quickly see that the shows Indians love are very much similar to what we see in other markets and the top ones are Netflix Originals like Master of None, Narcos, Marvel’s Daredevil and Marvel’s Jessica Jones,” the spokesperson pointed out.
Analysts and brand consultants have time and again cited Netflix’s ads as the perfect blend of problem solving and brilliant storytelling. A good example is when Netflix coined a whole new term – ‘Netflix Cheating’ to address couples who watch shows together.
Thus, building that niche in every market is an essential part of the brand’s communication strategy. Building a culture around local content, of course, is the key to that.
“On the local front, we are pursuing recent Bollywood titles, notable indie films, memorable classic Bollywood titles and the best of regional cinema (Tamil, Gujarati, Punjabi, Marathi). Our goal is to bring Indian cinema to not only all regions of India but to the world so you’ll find Indian film titles in all countries in which Netflix exists, accessible to all our over 81 million members. For example, Brahman Naman, a coming-of-age comedy by celebrated Indian director Q, is now available globally only on Netflix. Coming up, Raman Raghav 2.0 is also among the titles that we picked up at Cannes this year as an exclusive on Netflix. Sacred Games is Netflix first original series from India, which will be produced in partnership with Phantom Films,” the Netflix official added in parting.
With so much on the way for Netflix audiences in India, one can anticipate the company to maintain a consistence interaction with streamers online through more engaging and snaky videos, and memes. Although the market has yet to see a high decibel campaign from digital media giant.
iWorld
Netflix cuts jobs in product division amid restructuring
Layoffs hit creative studio unit as leadership and strategy shifts unfold.
MUMBAI: The streaming wars may be fought on screen, but the latest plot twist is unfolding behind the scenes. Netflix has reportedly begun laying off several dozen employees from its product division as part of an internal reorganisation, according to a report by Variety. The cuts are believed to have primarily affected the company’s creative studio unit, which works on marketing assets such as in app trailers, promotional visuals and live experience content for the streaming platform.
The company has not disclosed the exact number of employees impacted.
According to the report, the layoffs were not tied to employee performance. Instead, the restructuring eliminated certain roles while other employees were reassigned to different teams within the organisation.
The roles affected are understood to include designers, producers and creative specialists responsible for marketing and brand experience initiatives.
The job cuts come as Netflix adjusts its leadership structure and reshapes its product and creative teams. Last month, Elizabeth Stone was promoted from chief technology officer to chief product and technology officer, giving her oversight of product, engineering and data operations across the company.
Earlier, in December 2025, Netflix also appointed Martin Rose as head of creative for global brand and partnerships, a move seen as part of a broader restructuring of the company’s brand and product functions.
Despite the layoffs, Netflix remains one of the largest employers in the streaming sector. The company is estimated to employ around 16,000 people globally, with roughly 70 percent of its workforce based in the United States and Canada. In 2023, the company reported approximately 13,000 employees, indicating that its headcount had grown significantly before the latest restructuring.
The workforce changes arrive at a time when Netflix is navigating a shifting financial and strategic landscape in the global entertainment industry.
The streaming giant recently secured $2.8 billion in additional cash after receiving a breakup fee from Paramount Skydance following its withdrawal from a deal involving Warner Bros. Discovery.
Speaking to Bloomberg, Netflix co chief executive Ted Sarandos explained that the company had evaluated multiple scenarios during the negotiations but chose not to match the competing offer once it learned that a higher bid had been submitted.
Netflix had capped its offer at $27.75 per share and ultimately stepped back rather than pursue Paramount’s $111 billion acquisition deal, which included a personal guarantee.
Sarandos also cautioned that the financing structure behind the Paramount Skydance transaction could have ripple effects across the entertainment industry.
According to him, the debt heavy deal could trigger significant cost cutting, with David Ellison, chief executive of Paramount Skydance, expected to eliminate about $16 billion in costs and potentially cut thousands of jobs as part of the integration process.
For Netflix, the current restructuring appears to be part of a broader attempt to streamline operations while continuing to invest in product, technology and global content even as the streaming industry enters a new phase of consolidation and financial discipline.
