iWorld
Netflix ties up with PTCL as Amazon woos India
MUMBAI: As the world’s leading video-streaming network Netflix and e-commerce giant Amazon take different routes to reach out to the Indian audience while they expand globally, the former is partnering with a top-ranking company in India’s neighbourhood Pakistan, thus strengthening its hold in the sub-continent.
While Amazon is relying on going local with its video streaming service, Netflix is depending on its global programming.Amazon meantime has commissioned “Baahubali: The Lost Legends,” a new animated series in India based on a local blockbuster movie.
Pakistani telco PTCL has signed a partnership agreement with Netflix. The two companies will use their respective resources for a symbiotic relationship, maximising the viewing experience and penetration of Netflix services in the Islamic state. This pact will serve as the way forward for both Netflix and PTCL to provide digital content. PTCL will promote and aid original Netflix content in Pakistan.
Amazon Studios chief Roy Price frequents India scouting for locally appealing programming for Amazon’s forthcoming video service.
Though Netflix made its India debut around 10 months ago, it makes content-buying decisions out of Los Angeles, even for regional shows, to ensure they have global appeal. For example, the deal with Indian producer Phantom Films for its new Indian original series, based on the internationally acclaimed Mumbai crime novel “Sacred Games.”
In Pakistan however PTCL became the only service provider with advanced caching servers and technical pairing with Netflix to offer the superior viewing experience since Netflix’s global launch in January 2016. The Netflix Pakistan website says users can start using services starting $7.99 a month, with a free month offer.
Netflix made the announcement during a keynote by Co-founder and Chief Executive Reed Hastings: “Today you are witnessing the birth of a new global Internet TV network.” Members with a streaming-only plan will be able to watch instantly through the Netflix service. The movies and TV shows that are available to stream may vary by location, and will change from time to time.
India, Nigeria, Russia and Saudi Arabia were among the major countries where the service was launched, Hastings said at a Consumer Electronics Show keynote in Las Vegas.
The company recently said it was exploring options for providing its services in China. The company said in July that plans to enter China in 2016 could be delayed. However, Netflix added simplified and traditional Chinese to the 17 languages it already supports.
PTCL’s chief commercial officer Adnan Shahid described digital entertainment as PTCL’s “key priority”. Netflix, which has expanded into some 190 countries following a near-global launch in January, doesn’t believe in a physical presence in every market.
Amazon has been selective internationally, pushing Prime Video into some European markets, Japan, and now India. Its bet is that homegrown programming will win over Indian audiences, a strategy analysts say could also help increase Amazon shoppers’ loyalty.
Netflix is generally reviewed as a stand-alone streaming business, with 87 million subscribers, while Amazon’s video operations are part of the giant’s much larger e-commerce business, with 60 million global Prime members, according to Morgan Stanley estimates.
MUMBAI: If cricket were a binge-worthy series, this one just dropped its most explosive pilot yet. The opening weekend of the 2026 edition of the Indian Premier League has come out swinging, smashing records across both television and digital platforms and reaffirming the tournament’s unmatched pull in India’s sporting and media landscape.
Backed by two high-octane matches featuring 200-plus run chases, the tournament delivered a combined reach of over 515 million viewers across linear TV and digital platforms via JioStar’s broadcast ecosystem, including Star Sports and JioHotstar. More tellingly, engagement surged alongside reach, with total watch-time hitting 32.6 billion minutes, a sharp 26 per cent jump over the opening weekend of the previous season.
The numbers reveal a deeper shift in how India watches cricket. Connected TV (CTV) consumption rose by 30 per cent, while peak concurrency on digital platforms jumped 61 per cent, signalling a growing appetite for shared, big-screen streaming experiences. On traditional television, the momentum held strong, with TV ratings (TVR) climbing 24 per cent compared to earlier seasons’ opening matches.
A key driver of this spike has been the evolution of the viewing experience itself. This season introduced differentiated feeds, most notably a Hindi CTV broadcast featuring cricketing voices such as Ravichandran Ashwin, Suresh Raina, Harbhajan Singh, Virender Sehwag and Irfan Pathan. Blending expert analysis with a watch-along format, the feed has added a conversational, almost second-screen feel without requiring viewers to leave their screens.
According to JioStar CEO for Sports Ishan Chatterjee, at the opening weekend underscores not just scale but also the depth of engagement that live cricket continues to command. He noted that the combination of large-screen viewing and digital interactivity is creating a more immersive and personalised experience, while also delivering tangible outcomes for brand partners.
From the league’s perspective, the early numbers point to a tournament that continues to reinvent itself. Arun Singh Dhumal, Chairman of the IPL, said the strong start reflects how high-quality cricket paired with enhanced viewing formats is resonating with audiences nationwide, while Board of Control for Cricket in India secretary Devajit Saikia highlighted the “quality of engagement” as a key takeaway, not just the scale.
Commercially too, the opening weekend signals robust advertiser confidence. The broadcast is led by co-presenting sponsors including Google (Search AI Mode), Campa Energy, and Havells & Lloyd, alongside co-powered partners such as Birla Opus, Hero Motocorp and Amazon. A long tail of associate sponsors from OpenAI and Asian Paints to Flipkart and Amul further reflects the league’s unmatched ability to aggregate advertiser interest at scale.
Taken together, the opening weekend numbers are less a spike and more a statement. With 515 million viewers, 32.6 billion minutes of watch-time, and double-digit growth across formats, IPL 2026 has not just started strong, it has set the tone for a season that looks poised to push the boundaries of both sport and spectacle.
