June 3, 2021
Netflix is opening a wholly-owned content production facility in Mumbai, India. The move comes as the world’s largest SVOD service finds itself trailing upstart Disney+ in the region — the latter having 33% of its 103 million subscribers coming from India due to the acquisition of the Hotstar streaming service through the 20th Century Fox deal.
To be fully operational by June 2022, the facility will have 40 offline editing rooms designed as a flexible, collaborative and inspiring environment for showrunners, directors, editors and sound designers. With innovation and collaboration as the key focus, the facility will pioneer advanced media management workflows that will allow partnership with India’s post-production community.
Netflix first launched service in the world’s second most-populous country in 2016. India’s vast diversity and cultural heritage presents a window of storytelling opportunity, from books and songs to plays and folktales.
“We saw this last year with an increase in viewing of stories across formats, genres and languages,” Netflix said in a statement. “Whether it’s our favorite preschool hit series “Mighty Little Bheem,” International Emmy winning series “Delhi Crime,” or our beloved films like Guilty, Ludo, Pagglait and Paava Kadhaigal, it’s been an incredible ride.”
Netflix has invested ₹3,000 crores ($410 million) in local programming through 2019 and 2020. In March, the service announced a lineup of 41 titles, including films, series, documentaries, TV reality and comedy.
In 2020, Netflix bowed NetFX, a platform that enables multiple Indian artists to work on VFX for titles globally.
“Our goal is to keep improving the overall experience for our talent and industry partners, and equip them with the best resources to tell authentic stories in the most engaging manner,” Netflix said. “We are in a golden age of entertainment in India – this is the best time to be a creator and consumer of great stories.”