Netflix pivots to film licensing in India as originals disappoint
Mint Mumbai|March 14, 2023
Netflix is rejigging its content strategy in India, betting more on tent-pole films to attract new subscribers and retain existing ones as viewers find more affinity towards films such as RRR and Gangubai Kathiawadi on the platform.
Lata Jha
Netflix pivots to film licensing in India as originals disappoint

Indian films also regularly feature in the platform's global non-English top 10 weekly lists, while no Indian original series has been a part of the list lately.

The platform, which will stream multiple big-ticket southern films featuring stars such as Vijay, Vikram, Karthi and Ajith Kumar, besides Shah Rukh Khan-starrer Jawaan and Ranbir Kapoor's recent release Tu Jhoothi Main Makkaar in the coming months, hasn't renewed originals like Call my Agent: Bollywood and The Fame Game. Some shows in the development or shooting stage have already been canned, as the global parent doesn't see the investment in local originals paying off much anymore.

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