Netflix shifts focus in India toward mass-market reality content

Netflix is moving away from its initial focus on premium, urban-centric originals in India, favoring reality shows and established television formats. The company’s recent acquisition of rights for programs such as 'MTV Roadies' and the success of its first daily reality series 'Lock Upp' suggest a strategic shift intended to capture audiences in smaller towns and cities.

The change appears to be paying off commercially. In the third quarter of 2026, Netflix reported its highest-ever quarterly paid net additions in the country, with revenue growing 18% year-on-year on a foreign-exchange-neutral basis. This growth is attributed to a broader content slate that appeals to a wider demographic rather than just a niche urban audience.

To further penetrate the market, Netflix is also increasing its regional language offerings through partnerships with platforms like Hoichoi and securing streaming rights to major Bollywood theatrical releases. Amid intense competition from Amazon Prime Video and JioHotstar, Netflix is also experimenting with non-traditional distribution, such as loyalty bundles with e-commerce firm Flipkart, to sustain long-term growth in the region.