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

12 hours ago

WPP has appointed Cindy Rose, a senior Microsoft ...

She is already a WPP non-executive director on its board.

16 hours ago

Small town, big spark: Solar flips the script

Adani’s new campaign highlights rural transformation, but also exposes urban assumptions about who gets access to progress.

17 hours ago

Beyond Cannes: Why creativity needs unlearning, not ...

Some of India's creative leaders reflect on their experiences at Cannes, from rethinking the definition of creativity to pushing past category norms at Cannes Homecoming.

20 hours ago

Linda Yaccarino steps down as CEO of X

Yaccarino wrote on X that she will ‘cheer’ on the company’s remaining team as they ‘continue to change the world.’