Netflix, Amazon Target India with Original Content

Netflix and Amazon have once again proven their dominance in the OTT space, particularly in the realm of original content commissioning. In the first quarter of 2024, both platforms accounted for more than half (53 percent) of all global SVOD commissions, as reported by Ampere Analysis. This trend highlights their strategic focus on expanding original content beyond the U.S., with a significant push towards Asian markets, especially India.

During the first quarter, both streaming giants commissioned more original content from outside the U.S. than within, marking a notable shift in their content strategy. According to a report by The Hollywood Reporter, Netflix saw an almost equal number of original shows from Western Europe, including the U.K., Spain, and Germany, as from North America. Additionally, there was a marked increase in titles from the Asia Pacific region. Similarly, Amazon significantly ramped up its original content production in Asia, particularly in India, where it ordered a record 37 new titles, more than the total from the previous six quarters combined.

Amazon’s Strategic Focus on the Indian Market

Amazon has maintained a substantial lead over Netflix in India in terms of subscriber figures, and it continues to bolster its position with an extensive slate of original Indian movies. Ampere Analysis research highlights Amazon’s active engagement in securing pay-one and co-financing arrangements with local theatrical distributors. This diverse array of Indian films set to debut on Prime Video includes notable titles such as the war film “Shershaah,” featuring Sidharth Malhotra and Kiara Advani; Sudha Kongara’s action drama “Soorarai Pottru”; and the historical drama “Sardar Udham,” starring Vicky Kaushal.

The importance of the Indian market to Amazon’s international strategy was further underscored by the casting of Indian superstar Priyanka Chopra alongside Richard Madden in its high-budget spy series “Citadel.” According to Ampere Analysis senior researcher Mariana Enriquez Denton Bustinza, “While Netflix is catering to a broad subscriber base while leaning on markets whose productions offer the greatest potential for crossover appeal, Amazon’s approach remains more heavily targeted towards key markets such as India, while it leverages its global position to expand further into the theatrical market to generate downstream revenues from its platforms.”

The strategic focus of Netflix and Amazon on the Indian market reflects their broader ambitions to dominate the global streaming landscape. By commissioning a diverse range of original content tailored to local tastes, both platforms are well-positioned to capture the growing subscriber base in India and beyond. As the competition intensifies, the ability to produce compelling original content that resonates with regional audiences will be crucial for maintaining their leadership in the OTT space.


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