In another article, we told you about how Amazon is spending on tie-ups with Indian content producers. Netflix, who is undeniably the first mover in the Indian streaming market, is also ramping up their Indian content, and they have some big names lined up.
To begin with, Netflix signed up with Shah Rukh Khan’s Red Chillies for his upcoming projects. The deal will also give Netflix access to Shah Rukh’s previous film. That would mean Netflix also gets access to Dear Zindagi, the 2016 smash-hit starring Shah Rukh Khan and Alia Bhatt.
And coming to the Khans, Netflix was rumored to have come to an understanding with Aamir Khan too, which gives Netflix access to Aamir’s past and future films. Netflix isn’t just looking towards the future and ignoring the past and present. Some of the best films from current Bollywood, like ‘Udta Punjab’, ‘Haramkhor’ are now available on Netflix.
In fact, another weapon in Netflix’s arsenal is reviving a huge but silent market in India – the market of content localisation, quite simply, ‘subtitling’. We told you earlier that Netflix had invested heavily in providing subtitles to most of their webseries and films. Indian viewers are great fans of foreign content, especially children, who love the well-made foreign cartoons, partly because there are not many options available from Indian filmmakers. Understanding this simple fact, Netflix will soon offer Hindi subtitles for the programs that they have.
With all this in their pocket, looks like Netflix is also getting ready to combat Amazon Prime for the streaming wars in India.