There’s no denying that Netflix is a top-tier video-on-demand service in the world. Since long before it planned to expand into India, the world’s second-most populous country, its content and quality were unmatched. There has never been a notion of “Top Video Streaming Service” in India for Netflix since it began operating in India since 2016.
Netflix is having a difficult time making a name for itself in India, and these are the top three reasons why.
- Being expensive
From the start, Netflix was the costliest source of video content in the country for Indian consumers. Nearly 70% of the market is occupied by Hot Star, which offers a wide variety of cheap and free content.
Success in a country with more than 1.25 billion people can only be achieved with low prices and high volume. Netflix, on the other hand, is falling short of its rivals like Hot star and Amazon Prime in the Indian market, according to recent data. It appears that Netflix does not have a deep understanding of Indian culture and psychology.
- The absence of regional content
For the second time, it appears as if Netflix has misunderstood Indian tastes and inclinations despite having a large video catalogue. Netflix was already well-known in India before it opened its doors to the country’s residents.
Netflix offers a wide selection of English-language episodes, movies, and series. However, there was no regional content. Occasionally, a user prefers to watch content in English or in other languages from around the world. Nevertheless, viewers will always prefer to watch content they can relate to, and that can only be achieved through regional programming in their native language.
- The absence of marketing
After a flurry of publicity after its initial launch, Netflix decided to tone down its promotional efforts. Netflix isn’t a start-up; it has millions of dollars in cash on hand and can easily afford an aggressive marketing effort.
An important factor in the conflict was the absence of any sort of marketing campaign. The more you aren’t talked about, the easier it is to be forgotten, whether in India or anywhere else.
Conclusion
For all intents and purposes, it appears that Netflix is doing its homework and waiting for the Indian market to fully mature. They may have some surprises in store for everyone. Only time will tell if this is a wise idea.