Besides having fierce competition with other platforms, Netflix is also receiving particular content critics where it does not meet the filmmaking community in India. Local producers argue that the platform is not clear enough to deliver what it wants. Netflix’s Indian operations believed that Netflix still has the chance to gain more attraction.
One case for example is Netflix’s Baahubali; Before the Beginning. The platform spent up to $10m for the first season only. It was the most expensive film produced by a local producer made in the country. As the production continued, the commissioned executive left and the lead actor quitted. So, Netflix bought a new team to bring a new vision. When the show announced cancellation, Netflix said they are working on it.
It may take years for Netflix to survive in the playground. Its competitor, Disney+ Hotstar for instance, had 45m subscribers. Amazon Prime Video owned around 15m. Netflix on the other hand was around 5.5m. Seeing this gap, Netflix argued that it cannot be put into a direct comparison like this.
Hotstar for instance broadcasts the country’s most popular sport, cricket. Both competitors offer cheaper subscriptions. Amazon, Prime, and Hotstar customers only paid $1 a month. Netflix on the other hand, is more than $4 a month.
Although Netflix faces competitors and operations, it is still positive about the current change. The platform hopes that the current cuts on prices since December last year would yield more subscribers. Plus, they have high hopes for its current famous The Fame Game show starring Madhuri Dixit. This show might bring a significant investment locally. The company also sees opportunities during Covid where people can still enjoy entertainment at home without going outside. Now, Netflix prepares more attractive local contents.
