Netflix’ expansion plans are getting to India, CEO Reed Hastings announced that the streaming giant will spend $400 million on Indian content for 2019 and 2020. This will cover both originals and licensed content. The company revealed that there are various films in different stages of development regardless of the number of Netflix’s Indian subscribers, which Hastings denied to reveal, only admitting that it’s on its “early days.” Although it seems too early to tell, the outlook is positive, during an earlier visit to India last year, Hastings said that Netflix's next 100 million subscribers will be "coming from India” given the fast growth of internet connectivity and usage in the country.
Hastings also revealed that some of the Indian content on the platform is finding wider acceptance beyond India, among its global audience of nearly 160 million subscribers as of the end of September. As an example, Indian animated children's show Mighty Little Bheem, which he said has been viewed by 27 million households outside of India. "The next 5-10 years will be the golden age of television," Hastings said, "You are seeing unbelievable and unrivaled levels of investment. Partially from global companies like Apple, Amazon, Disney, and Viacom. There are all investing here in India as well as in the U.K. and the U.S. We are seeing more content made than ever before. It's a great export."
In a bid to take on competitors Amazon Prime and Disney's Hotstar, in July, Netflix launched a mobile-only plan for India priced at $2.80 (199 rupees) per month, the first time the streamer has launched such a low-price scheme anywhere in the world. The plan was a cheaper option for Netflix's existing subscription prices, which start at $7 (500 rupees) per month for its basic service. By contrast, Amazon and Hotstar offer an annual premium service for $14 (999 rupees).
Netflix has also had its fair amount of controversy in India regarding its original content, take for example the show “Sacred Games”, filmed with Indian talent in its entirety and still battling a legal case in the country over allegedly “harming the reputation” of late Indian prime minister Rajiv Gandhi. "With entertainment, there’s always going to be some controversy," Hastings said while he emphasized that Netflix’s agenda is "to try to be better than anyone else to please you. It’s our job to earn your viewing."
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