As Netflix completes a decade in India, its leadership reflects on how the market has shaped the platform’s evolution-without diluting its premium positioning. Co-CEO Ted Sarandos said Netflix expanded pricing and product options to improve accessibility while staying true to its core promise of quality. Continuous innovation across user experience, payments, partnerships and distribution, he noted, has been key to competing in a fast-changing streaming landscape.

Netflix India’s content strategy focuses on breadth without compromising standards. Monika Shergill, vice president – Content, described the slate as a “thali” designed for diverse tastes. From cinematic series like Sacred Games and Delhi Crime to mass-appeal formats such as The Great Indian Kapil Show and Kota Factory, the platform balances big-budget storytelling with relatable, everyday entertainment. Speed and scale, she added, are just as critical as quality, requiring sustained investment.

Chief Content Officer Bela Bajaria highlighted the importance of authentic local narratives within a global ecosystem. Netflix’s ambition to entertain the world, she said, cannot be fulfilled without strong stories from India, told in multiple Indian languages. Viewers today can seamlessly move between global hits like Stranger Things and deeply local titles such as Amar Singh Chamkila.

Reflecting on Netflix’s India journey, Shergill noted the shift from niche, prestige content to a broader mix that includes lighter stories, licensed shows and non-fiction. Partnerships with creators, openness to new voices and long-term investment-especially in South Indian languages-remain central to Netflix’s growth strategy, as the company believes it has only begun to tap India’s vast creative potential.