Telugu Films Are Changing the Game for Netflix in India

Netflix, the global OTT giant, is a household name worldwide, especially with its extensive international content.

A couple of years ago, its subscriber base in India was relatively low, as platforms like Amazon Prime and Hotstar were dominating the scene.

During this time, Netflix primarily offered international content, and with its high subscription cost, many viewers weren’t inclined to subscribe.

However, the company soon realized that to attract Indian viewers, especially in regional markets, it needed to offer more local content — particularly from the Telugu and Tamil film industries, which have gained significant international acclaim.

Fast forward to 2023, and Netflix’s strategy has clearly paid off. This year, the platform has secured some of the biggest blockbusters, which have become top trends globally.

Jr NTR’s Devara has been a massive hit, trending in the top three for more than two weeks. Dulquer Salmaan’s Lucky Bhaskar has also been receiving an overwhelming response. With a mere four-week theatrical window, the film has gained massive traction.

Earlier, movies like Tillu Square and Guntur Karam had already shown Netflix’s growing influence in the Telugu film space. The latest sensation, Pushpa 2: The Rule, has also found a spot in Netflix’s catalog after purchasing the rights for a hefty sum.

Meanwhile, Nani’s Saripodaa Sanivaram saw a significant boost in its audience base across multiple languages. Even non-star-driven films like Mathu Vadalara 2 have become social media trends, benefiting the platform tremendously.

Films like Gangs of Godavari and Mr. Bachchan have also performed well on Netflix, regardless of their box-office performance. Even films that didn’t perform well at the box office but were popular among smart screen users found success on Netflix.

While some competitors saw their flops going unnoticed, Netflix continues to rake in success with a consistent string of hits. With hundreds of crores invested into regional films, the returns have been fruitful, and Netflix is poised to keep pushing ahead with more regional content in the future.