I-Com Global Summit 2022: Factors behind Netflix’s growth in India

Gaurav Sablania of Wavemaker India, explained the thinking behind Netflix India’s ‘Indian Originals for All’ campaign

Jun 08, 2022 07:45:00 AM | Article | Raahil Chopra

Gaurav Sablania, general manager - product and insights, Wavemaker, India, presented his second case study on day two of the I-Com Global Summit.
The entry titled ‘Indian Originals for All’ was shortlisted in the Data Creativity Awards category at the I-Com Global Summit 2022.
While Netflix saw a global loss of subscribers, the Asian market is growing, with growth, in particular, coming from India.
Explaining how the Indian OTT market operates, he said, “The Indian OTT market is growing at 21% CAGR and is expected to reach two billion by 2024. 50% of the consumption of OTT in India comes from regional languages.”
He then listed two core challenges that Netflix faced, which were also opportunities for the brand:
1: How to drive contextual agility to create originals
2: How to optimise Netflix’s content against the competition
Wavemaker created a measurement for short-term, mid-term and long-term goals.
Sablania explained, “The short term target was to check whether we were excelling in our strategy and tactics. We checked whether how the content was working on the breakthrough idea, social popularity and audience engagement. The mid-term target was about being the most-talked-about service in the world. For this, we created a composite brand index to measure the performance of Netflix in the content universe. In the long term, we wanted to check if we are building affinity, engagement, and loyalty. So, we created a metric score for awareness, affinity, engagement, and loyalty derived from social mentions.”