Netflix’s India Push Yields $2 Billion Impact, 20,000 Jobs: CEO Sarandos

Ted Sarandos Highlights India’s Role in Netflix’s Global Strategy at WAVES 2025

Netflix’s co-CEO Ted Sarandos on May 3 emphasized the platform’s deep commitment to India by revealing that its local content investments between 2021 and 2024 generated more than $2 billion in economic impact and created around 20,000 jobs for cast and crew across the country. Speaking during a fireside chat with Bollywood actor Saif Ali Khan at the World Audio Video Entertainment Summit 2025 (WAVES 2025) in Mumbai, Sarandos outlined the company’s long-term strategy anchored in storytelling and regional talent. These remarks underscore how Netflix continues to integrate India more deeply into its global content and production ecosystem, with the country emerging as a focal point for future growth.

Highlights:

• Netflix generated over $2 billion in economic impact in India from 2021 to 2024.

• Approximately 20,000 cast and crew jobs were created through local productions.

• Ted Sarandos spoke at WAVES 2025 alongside actor Saif Ali Khan in Mumbai.

Indian Content Drives Global Viewership, with 3 Billion Hours Streamed in Past Year

Sarandos revealed that over the past year, audiences worldwide have streamed more than 3 billion hours of Indian content on Netflix, averaging 60 million hours per week. This figure signifies the growing global appeal of Indian stories and the role of culturally rooted narratives in driving international subscriber engagement. Sarandos also noted that an Indian title recently entered Netflix’s global top 10 chart, a milestone that demonstrates how local productions are reaching worldwide audiences. Since its first India-based original, Sacred Games, launched seven years ago, Netflix has expanded its portfolio to include approximately 150 original Indian films and series, shot across 90 cities nationwide.

Highlights:

• 3 billion hours of Indian content streamed globally in the last 12 months.

• An Indian production entered Netflix’s global top 10 chart.

• Around 150 original Indian films and series have been produced so far.

Netflix Sees India as Critical Growth Market Amid Digital Boom

India has become central to Netflix’s strategic growth outlook, driven by a rising consumer appetite for digital streaming content in the world’s second-largest internet market. In July 2024, the platform announced that India ranked second globally in terms of paid subscriber additions and third in revenue growth percentage during the second quarter of that year. While exact subscriber figures remain undisclosed, industry estimates place Netflix’s India user base at around 15 million, reflecting a steady upward trend in market penetration. Sarandos has previously described India as a “big prize,” citing the country’s vast population and deep-rooted love for entertainment.

Highlights:

• India ranked second in paid subscriber additions as of Q2 2024.

• Estimated 15 million Netflix subscribers in India.

• Sarandos has called India a “big prize” in global entertainment strategy.

2025 Content Slate to Feature 25 Indian Titles Across Multiple Genres

In February, Netflix unveiled its 2025 content slate for India, comprising 25 new and returning titles, which include six feature films, 14 series, and five unscripted shows. These span a diverse mix of genres such as drama, romantic comedy, thrillers, action, and non-fiction storytelling, aligning with Indian audience preferences while aiming for global resonance. The announcement reflects Netflix’s commitment to consistent content delivery in India, positioning itself against strong competition from local and global players such as JioHotstar, Amazon Prime Video, ZEE5, Sony LIV, and Apple TV+, who are all investing aggressively in original programming.

Highlights:

• Netflix’s 2025 India content slate includes 25 titles across multiple genres.

• Six films, 14 series, and five unscripted shows are part of the new lineup.

• Competing with JioHotstar, Amazon Prime Video, ZEE5, Sony LIV, and Apple TV+.