Netflix India’s Bold Strategy: Why Its Biggest Rival Isn’t Who You Think
For those who’ve watched Netflix evolve from its humble DVD-by-mail beginnings into a global streaming behemoth, the platform’s competitive mantra — “sleep is our biggest rival” — has become legendary. But in India, the landscape looks different. At the recent Future of Video India summit held by the Asia Video Industry Association on May 2, Monika Shergill, Vice President of Content at Netflix India, turned heads when she stated:
“Our biggest competition in India isn’t sleep. It’s Netflix in other countries.”

This powerful insight reveals not just the pressures of global parity but also the aspirations Netflix India harbors — to rise above local and even internal global benchmarks.

Fueling Fandom with Emotion
In conversation with Gaurav Laghate, Senior Editor at Mint, Shergill explained how Netflix India is carving its niche. At the core of this strategy is a “weekend reads model” — an internal culture where the content team reviews promising scripts over weekends and makes decisions by Monday. This rapid but deliberate process ensures that creativity is respected, but momentum isn’t lost.

Shergill is clear about one thing:

“Entertainment must always come first in the entertainment business. The numbers will follow.”

That philosophy shapes the platform’s content curation — one that resonates with human emotion and builds deep fandom. Netflix India isn’t chasing quick hits or viral moments; it’s crafting lasting emotional connections.

India: A Land of Infinite Stories
With over 25,000 local cast and crew members involved in its productions, Netflix India is tapping into the subcontinent’s storytelling richness. Shergill celebrates India’s diversity and scale, noting that content has been filmed across thousands of cities in 23 states, enabling an unmatched scope for narratives.

This local focus doesn’t mean turning away from the global stage. In fact, Netflix India’s strategy is glocal — offering a mix of high-quality Indian originals and world-class international content. For instance, the Hindi-dubbed version of WWE’s WrestleMania and the widespread popularity of Lucky Bhaskar, a South Indian show, illustrate this dual approach.

What About Live Cricket? Not Now — But Maybe Later
As live sports, particularly cricket, drive major user engagement across platforms, the question of Netflix entering this arena naturally arises. Shergill was clear:
Netflix currently does sports-adjacent content and gaming, but live sports streaming isn’t in the immediate plans. However, she left the door open with a cryptic “never say never.”

Battling Short-Form Social Media? Not Really.
In an era when Reels, Shorts, and TikToks dominate digital attention, Shergill was quick to differentiate Netflix’s value proposition:

“Netflix is not for killing time but for spending time.”

It’s an intentional entertainment experience, not passive scrolling. That distinction is crucial in a market brimming with content yet hungry for depth.

Netflix’s Gameplan for India: Quality, Speed, Emotion
With a robust content pipeline, a strong local talent base, and a hybrid content strategy, Netflix India is working on winning India first — by making stories that resonate deeply, by investing in local storytelling, and by staying emotionally relevant in a distracted digital era.

As the Indian streaming landscape grows ever more crowded, Shergill’s vision reminds us that success isn’t just about being everywhere — it’s about being meaningful where it matters most.

Author: Sania Khan