'We are seeing a nice, steady increase in engagement with Indian viewers that we think we can build on.'
Sat, Jul 20, 2019 - 5:50 AM
"We are seeing a nice, steady increase in engagement with Indian viewers that we think we can build on," Netflix's chief content officer Ted Sarandos said on a call with analysts on Wednesday."Growth in that country is a marathon. We're in it for the long haul." While it's still lagging behind Amazon Prime and Disney's Hotstar, the price cuts are helping it outpace the growth of its biggest rivals, while raising questions about sustainability and margins. Hotstar built its base by streaming cricket matches that are wildly popular in the former British colony.
While Netflix is speeding up its investment, Indian rivals including Zee Entertainment Enterprises Ltd and Balaji Telefilms Ltd are betting on bundling their content with mobile phone services. The TV network and Bollywood producer are allying with billionaire Mukesh Ambani's Jio wireless service and Bharti Airtel Ltd, two of the country's three biggest carriers, to offer decades of content to subscribers.
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