Netflix India: MAI – Priya meets the original Priya

Netflix, an over-the-top streaming platform, altered the storyline of a TV show in India in partnership with Sony to upscale its subscriber base and create awareness.

The communication goal

With deeper and wider penetration of Internet and Mobile phones in India, consumption of OTT content is no longer a Metro phenomenon.

India is a big market with ample penetration opportunity in tier-two-three towns. With increasing smartphone users and cheaper data prices, Netflix wanted to scale its subscriber base.

Indian language Internet users are expected to grow to 536mn with 9 out of 10 new Internet users in the country likely to be Indian language users. Therefore, having an expansive bouquet of regional and local content is critical to gaining new consumers in Tier-II cities and beyond....

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