The Rise of Indian Content On Netflix, India Becomes 3rd Country To Generating Revenue

Thanks to the popularity of shows like “Heeramandi: The Diamond Bazaar,” “The Great Indian Kapil Show,” and “Amar Singh Chamkila,” India has become the third fastest-growing country in terms of revenue for Netflix in the second quarter.

Netflix’s second-quarter earnings report for 2024 highlights the significant impact of Indian content, which has thrived alongside international hits such as “Bridgerton 3,” “Baby Reindeer,” Korean drama “Queen of Tears,” and films like “Hit Man” and “Under Paris.”

India and the UK have seen particularly strong performances this year, according to Netflix.

In the second quarter, India ranked second in paid net subscriber additions and third in revenue growth. This success is largely due to titles like Sanjay Leela Bhansali’s “Heeramandi: The Diamond Bazaar,” which garnered 15 million views, making it Netflix’s biggest Indian drama series ever.

Imtiaz Ali’s biopic “Amar Singh Chamkila” also performed well with 8.3 million views. Netflix also saw success with licensed films such as Kiran Rao’s “Laapataa Ladies” and Ajay Devgn’s horror drama “Shaitaan.”

From the UK, “Baby Reindeer” emerged as a major hit with 88.4 million views and 11 Emmy nominations. Other successful titles include “The Gentlemen,” “One Day,” and “Fool Me Once,” all of which spent several weeks in Netflix’s global TV top 10 list.

Looking ahead to 2024, Netflix’s upcoming lineup for India includes non-fiction content such as “Modern Masters feat. SS Rajamouli,” “Nayanthara: Beyond the Fairy Tale,” and “Yo Yo Honey Singh.” In fiction, anticipated returning series include “Yeh Kaali Kaali Ankhein” season two, “Phir Aayi Hasseen Dillruba,” “The Great Indian Kapil Show S2,” and the third season of “Fabulous Lives Vs Bollywood Wives.”