At FICCI FRAMES 2025, Netflix India’s Vice President of Content Monika Shergill reflected on how the platform’s decade-long journey has redefined Indian storytelling and taken it to global audiences.
Netflix India celebrated a milestone at the 25th edition of FICCI FRAMES, where Monika Shergill, Vice President – Content, discussed the platform’s ten-year journey and its role in shaping how Indian stories are crafted, consumed, and celebrated worldwide.
Shergill described Netflix’s evolution as audience-led – from India’s first major global breakout Sacred Games to recent titles like The Ba**ds of Bollywood, Heeramandi, and Saiyaara. She termed this phenomenon “The Netflix Effect” – moments when stories transcend screens to influence everyday conversation, culture, and even fashion.
“This 10-year journey is really about the audiences in India. Their love for entertainment gives rise to storytellers and gives everything we do meaning, not just here but across the world,” Shergill said during a fireside chat with RJ HrishiKay.
From Sacred Games to global acclaim
Reflecting on key turning points, Shergill cited Sacred Games, Delhi Crime, and RRR as examples of Indian stories earning international recognition – including International Emmy wins and global chart-topping viewership. She noted that each milestone was driven by bold storytelling, creative risks, and local authenticity that resonated with audiences worldwide.
Streaming shifts storytelling from “push” to “pull”
Shergill highlighted how streaming transformed storytelling into a pull-based experience, allowing audiences to choose content actively rather than passively consuming what is broadcast.
“Earlier, people watched whatever was given to them. Streaming changed that. Today, audiences pull stories toward them. The greatest ones are deeply crafted and widely loved,” she said.
Music, culture, and The Netflix Effect
Pointing to the success of Amar Singh Chamkila, Shergill illustrated how musical storytelling defied industry expectations, paving the way for global hits. She defined The Netflix Effect as the moment when stories influence music, memes, fashion, and broader cultural conversations.
“When you hear a story in cafés, homes, or memes, that’s The Netflix Effect,” she explained.
Regional stories, global audiences
Shergill emphasized that regional cinema is now central to global entertainment, with subtitles and dubbing enabling stories to cross linguistic boundaries.
“About 70% of global viewing on Netflix happens on subtitles and dubs. Regional cinema today is not just national – it’s international.”
Looking ahead: authenticity meets universality
Concluding on a forward-looking note, Shergill said the next decade will favor creators who merge authenticity with universality, balancing prestige with popular storytelling.
“Streaming has made it possible for creators to be both bold and universal. When a filmmaker’s passion reaches more people – not fewer – that’s the highest form of entertainment,” she said.
