Netflix’s partnership with Reliance Jio hasn’t yielded the anticipated development in India. A report by AllianceBernstein, as coated by TechCrunch, reveals Netflix’s 6.5 million subscribers, trailing behind Amazon Prime Video’s 20 million and Disney+ Hotstar’s 40 million.
A big problem for Netflix in India is its sparse native content material. Solely 12% of its titles are native, whereas Prime Video boasts 60% home content material. Regardless of efforts to advertise Indian originals, Netflix lags behind rivals in providing various regional content material.
Rising markets include distinctive challenges. AllianceBernstein analysts be aware that streaming providers in these markets compete not simply with one another but additionally with cheaper linear TV and Web video. Platforms like YouTube dominate in India, making it a key development space for social media.
A strategic partnership to spice up Netflix’s development in India
Netflix joined forces with Jio Platforms, owned by billionaire Mukesh Ambani, to entry Jio’s huge person base. Whereas JioCinema positive aspects recognition with its different content material, the Netflix-Jio collaboration goals to reinforce its attain in India.
TechCrunch reported in August that the partnership offered Jio’s 450 million Indian customers simpler entry to Netflix. This transfer was a part of Netflix’s technique to penetrate the Indian market. But, it nonetheless struggles to rival the subscriber rely of rivals like Prime Video and Disney+ Hotstar, who’ve higher catered to native tastes.