"You can’t entertain the world without India”: Netflix celebrates 10 years in India

Netflix has officially completed ten years in India, marking a decade of producing and streaming some of the country’s most acclaimed films and shows. For the streaming giant, the journey has only just begun.

In a recent interview, Netflix executives shared their reflections on the company’s growth, strategy, and vision in India.

Expanding Access While Staying Premium

Ted Sarandos, Co-CEO of Netflix, highlighted the company’s focus on accessibility: “We have expanded our pricing and product options to make Netflix available to more people, without compromising on being a premium service.”

He added that innovation has been key to Netflix’s evolution: “We constantly refine our user experience, recommendations, pricing, payments, and distribution partnerships. While the strategy is simple — focus and continuous improvement — executing it isn’t easy. We embrace change and thrive on competition, which pushes us to deliver better services faster to our members.”

Programming for Every Taste

Monika Shergill, Vice President – Content, Netflix India, described Netflix’s content philosophy as being like a thali, offering something for everyone: “We create premium films and shows, and the biggest cinemas stream on Netflix. We’re home to bold and big content, but also to relatable stories like The Great Indian Kapil Show, Single Papa, and The Ba**ds of Bollywood*. Our goal is to cater to the broadest audiences.”

She also emphasized the importance of balancing scale with quality: “Delivering content quickly is just as important as delivering it well. To move fast, maintain quality, and operate at scale, significant investment is required.”

Championing Local Stories on a Global Platform

Bela Bajaria, Chief Content Officer, Netflix, noted that the platform’s strength lies in empowering creators to tell authentic, local stories while giving audiences the freedom to explore content from around the world: “Whether you’re in Mumbai, Madrid, or Mexico City, Netflix lets you discover local shows or global hits — from Money Heist to Amar Singh Chamkila or Stranger Things.”

Entertainment at the Core of Growth

On Netflix’s global and Indian growth, Ted Sarandos emphasized the central role of entertainment: “Everything starts with great stories. Our goal is to offer a wide variety of quality series, films, and games that our members love. When people watch and enjoy our content, they stay longer, recommend Netflix to others, and place a higher value on our service. That engagement drives both subscriptions and advertising revenue — growth begins with great entertainment.”

As Netflix celebrates its first decade in India, the company continues to blend premium, diverse, and locally resonant content, setting the stage for the next ten years of storytelling.