OTTs have democratised filmmaking, transformed storytelling
OTT Platforms Revolutionize Indian Filmmaking: Netflix’s $2 Billion Investment Transforms Entertainment
Table of Contents
Introduction
At the World Audio Visual & Entertainment Summit, Netflix co-CEO Ted Sarandos and acclaimed actor Saif Ali Khan engaged in an insightful discussion about the revolutionary impact of OTT platforms on filmmaking and content consumption. The conversation highlighted Netflix’s significant presence in India and its role in transforming the entertainment landscape.
Key Highlights:
• Netflix’s $2 billion investment in India since 2021
• 150 original films and series produced
• Productions in 90 different Indian cities
• 20,000 cast and crew jobs created
Netflix’s Journey in India
Netflix’s Indian journey began nine years ago, but its major breakthrough came with “Sacred Games” in 2018, starring Saif Ali Khan. This series proved that compelling local stories could transcend cultural and linguistic barriers, reaching global audiences while maintaining authentic Indian storytelling.
“What we found with ‘Sacred Games’ is that great stories could transcend borders, language, culture and really talk to the world.” – Ted Sarandos
Digital Transformation of Entertainment
The evolution from traditional cinema to digital streaming has revolutionized content consumption. Saif Ali Khan reflected on the transformation from queuing at single-screen theaters to having instant access to unlimited content across various devices.
Streaming Impact:
• Unlimited content accessibility
• Multi-device viewing options
• Convenient viewing experience
• Democratized content distribution
Investment and Impact
Netflix’s post-COVID investment of $2 billion in India has created significant economic impact. Indian content has gained remarkable global traction, with viewers worldwide consuming approximately 3 billion hours of Indian content on Netflix in the past year.
Achievement Metrics:
• 3 billion hours of Indian content watched globally
• 60 million viewing hours per week
• Indian titles consistently in global top 10
• Extensive local production network
Creative Freedom in Streaming
For artists like Saif Ali Khan, streaming platforms have provided unprecedented creative freedom. The medium allows for deeper character exploration and diverse storytelling approaches, breaking away from traditional formulaic constraints.
Creative Advantages:
• Unrestricted character development
• Diverse storytelling formats
• Extended narrative scope
• Innovative content approaches
Future of Digital Storytelling
Looking ahead, Netflix emphasizes the importance of authentic local storytelling for global success. Sarandos advises creators to focus on authentic Indian narratives rather than trying to engineer globally appealing content, noting that genuine local stories resonate most effectively with international audiences.
Key Insights for Creators:
• Focus on authentic local stories
• Maintain cultural integrity
• Trust in universal appeal of genuine narratives
• Prioritize local audience connection
Published on May 3, 2025
About The Author
