Raahil Chopra
Jun 08, 2022

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

I-Com Global Summit 2022: Factors behind Netflix’s growth in India
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.”
 
 
Source:
Campaign India

Related Articles

Just Published

1 day ago

Adobe’s APAC CMO: ‘There is a balance between ...

Duncan Egan weighs-in on how much AI should be relied upon and how much B2B marketing is changing, in his own role as a marketer to marketers.

1 day ago

When the pavement becomes a cancer ward

A gut-punching film from St. Jude India spotlights how unsafe shelter, not treatment, threatens young cancer patients’ survival in metro cities.

1 day ago

Theblurr bets big on AI to redraw agency rules

The newly-launched AI-native marketing agency promises faster pods, sharper outcomes and no more media-creative silos—or excuses.

1 day ago

What makes a 'new-age agency' in 2025? Not hype

Speed, soul, and strategy now define creative partnerships—because in today’s feed-fuelled world, relevance fades faster than your next scroll, says Vamos Digital founder.