Netflix launched in India in January 2016. While it initially saw excitement, its launch response was lukewarm as it lacked the content depth of other regions and had pricing not suitable for the Indian context. It also faced challenges of buffering issues and weak broadband infrastructure. Netflix is working to eliminate buffering by enabling streaming at lower speeds and gradually creating more local Indian content. It aims to cater to India which is a fast growing smartphone market but also has some of the world's slowest network speeds.

1. NETFLIX INDIA
Understanding & Insights

2. What? Netflix?
 American entertainment company
 20 years in the market
 Specializes in
a. Streaming Media,
b. VOD online,
c. Film andTelevision Production,
d. Online Distribution,
e. Content & MovieAcquisition
f. DVD by mail (dying product)
 Major Competitors:Amazon Prime & Hotstar

3. In India?
 Launched in Jan 2016
 The India pricing is virtually identical to that in the US
 India has emerged as one of Netflix’s three largest mobile phone
markets around the world
 Strongest internet markets and internetTV is the future over the next
10-20 years
 India had seen the highest growth among all Asian markets for the
company’s streaming service
 Will open a full fledged office soon
 Keen on bringing more locally-produced series and films to Indian
households, it announced the production of an original series based
on the novel ‘Sacred Games’ in partnership with Phantom Films. It will
be a Hindi-English series.
SOURCE: http://gadgets.ndtv.com/tv/news/netflix-launched-in-india-plans-start-at-rs-500-per-month-786529
http://economictimes.indiatimes.com/industry/tech/internet/netflix-to-invest-in-several-avenues-to-expand-its-presence-in-india/articleshow/57503751.cms

4. Lukewarm
response to
the global
launch in India.
 Excitement only during launch
 Not as much content as compared to the US
 Many only used the first free month
 Pricing not suitable to IndianContext- Only for the elites as some say.
 Broadband Infrastructure still developing
 Buffering Issue
 More famous in onlyTier-1 cities
 Faces competition from Independent OTT services brands such as
Spuul, HOOQ,YuppTV and PressPlay
 Caters to only English Speaking Audiences for now
 500 rupees or free-though-illegal torrent
SOURCE: http://www.livemint.com/Consumer/4o17IyPbJLaVttaIragbTK/Netflix-completes-six-months-in-India-but-theres-little-to.html

5. World’s fastest
growing
smartphone
market, but one
where network
speeds are
among the
slowest in the
world.
NETFLIX
 Wants to eliminate buffering
 Working on technology that enables content to stream on speeds
of 100 kbps

6. Western
content
 Content culled out from the Western entertainment. But gradually
it will create local content in India not only for India, but for world
audience.
https://backchannel.com/amazon-is-out-punching-netflix-in-the-worlds-most-important-market-india-1faf3f4a067c#.66wlpmcn5
http://www.vccircle.com/news/media-entertainment/2016/01/07/how-netflixs-entry-impacts-other-internet-tv-companies-india

7. NETFLIX INDIA
Thought Starters

8. Social Media
Platforms
Mainstream
 Facebook
 Twitter
 Instagram
 Snapchat
 YouTube
Others
 Tumblr (micro blogging platform )
 Vine( 6 second videos)
 Reddit (creating areas of interests/subreddits)
Images &Videos

9. Hashtag #NetflixSpeedEntertainment

10. ROADRUNNER LIKES SPEED
NETFLIX NEEDS SPEED
AREYOU READY?
Buffering Issue

11. SPEED RUNNING
SPEED LIVING
SPEED DATING
NETFLIX.
SPEED ENTERTAINMENT.

12. N
E
T
F
L
I
X
WE PROMOTE ADDICTION..
SAY NO TO BUFFERING..
SPEED
ENTERTAINMENT.

13. Awareness &
Hesitation to
pay issue
#NextFlickonNetflix

14. NE T FLICK N NETFLIX

16.  Creatives presented above were the content for digital banners for
the social media platforms
 Videos would be produced around the same lines of the two
thought starters of “Speed Entertainment” & “Next flick on
Netflix” for the awareness.

17. Suggestions &
References
 Netflix can launch the feature of downloading the video and promote
like its competitor Hotstar. Hotstar in its ads says that wherever you
get Wi-Fi, download the video and watch anytime anywhere.
 It can come up with original shows with Indian touch and language .On
Hotstar Originals,The series ‘Tanhaiyan’ which has Indian actors,
hinglish parlance, ModernValues & Practices but with the Indian-ness
intact.This will especially attract the tier 2 & 3 cities since, though they
may be with modern values but they still have their roots of Indian
culture intact and haven't reached the stage where they are
completely influenced or in awe of the western culture and content.
 Lastly the strategy used by Reliance Jio. Indian consumers have a habit
of using the internet but with a limit cap, when Jio entered it gave a
year of free services so that people get habitual to using unlimited
services, after which they will charge price.Along the same lines
Netflix should either give more months for free or give some of its
content free for all viewers E.g. 2 episodes of the majorTV series can
be free for viewing so that it brings in curiosity and a sense of
inquisitiveness.

18. LINKS
 Hotstar Ads
LINKS: https://www.youtube.com/watch?v=o4SFrh0lYqs
https://www.youtube.com/watch?v=CQv8vUsjKCo
 HotstarTV Series ‘Tanhaiyan’
LINK: https://www.youtube.com/watch?v=YWCQ-yuC4y0

19. THANKYOU
BY ANJALI KAMATH