Netflix crafts a brand with many faces

The company uses data and local alliances to build a library that serves the diverse tastes and divergent viewing habits of Indian subscribers

Two years since it entered the country, the voice of Netflix is getting louder. On digital media and on hoardings placed prominently on public highways across Indian metros, the entertainment company is doing everything to catch the eye of the Indian viewer. And it is teaming up with telecom partners, category influencers and local creative talent to put together a brand that caters to diverse audience interests.

“India is a major focus for Netflix as it is a vibrant market and we continue to see plenty of fan-enthusiasm and growth here. We have more than doubled our catalogue here,” says Jessica Lee, VP-Communications, Netflix Asia.

Netflix’s strategy for India is not unique. It has used what Amanda Lotz, author of Portals: A Treatise on Internet-Distributed Television says is a ‘conglomerated niche’ strategy. The company specialises in developing a library that meets with the viewing preferences of a handful of audience interests. It uses data to analyse its audiences in the different countries it operates in and then offers up a selection that best meets their needs and desires. As Lotz writes, this is possible only because internet distribution allows Netflix to serve those different audiences simultaneously and separately.

In India, the brand took its time to get its hook into the country’s diverse viewing preferences. It used influencers to address different viewers and promote different categories of content; the Narcos show for instance used Tanmay Bhat of AIB and actor Rajkumar Rao. TV actor Alok Nath and stand-up comic Biswa Kalyan Rath promoted House of Cards.

Over the past year and more the Reed Hastings led company has announced a bunch of tie-ups, the prominent ones being output and co-production deals with Phantom (the production house co-owned by Anurag Kashyap) and Red Chilies (Shah Rukh Khan’s entertainment company). In August this year, it announced two originals from the country. It has also announced a co-production with Red Chilies and is working with Phantom on another novel adaptation. “We are producing original content from over 15 countries including India,” says Lee.

Netflix refuses to divulge the number of subscribers it has in the country, but a recent report by KPMG (The ‘Digital First’ journey) estimates that it has close to 200,000 subscribers as of 2017, rising significantly from 50,000-70,000 in its first year in India. A large part of the this growth is a result of the data explosion that India saw with the launch of Reliance Jio in 2016. But its tie-ups with producers and telecom companies have also played a part say industry analysts. They also point out that the company has been able to widen its niche in India despite being priced higher than the competition. (Amazon Prime is priced much lower while Hotstar and others offer a mix of free and priced content) 

“We have been working on local partnerships to make sure that Netflix is even more accessible. Earlier this year, we announced partnership deals with Airtel, Videocon and Vodafone. These partnerships will help Netflix reach the diverse Indian market more broadly,” adds Lee. 

The company’s model also allows it to access a vast amount of viewer data and this is being harnessed by the marketing team and curators to come up with campaigns and content that grabs its TG’s attention. Hence Netflix flashes its tent-pole properties such as Narcos, or superheroes from Defenders on hoardings. It is currently going all out to promote The Crown, drawing on data collected over the past two years that shows Indian viewers lean towards such shows. For its digital campaigns, the company has turned to an influencer-led branding strategy using actors and stand-up artists to promote its shows. 

The way it has been marketing its shows is working for the brand the company says. As has the understanding of how Indians consume their content. “Our download feature has been a big hit in India; Indians are amongst the top mobile downloaders in the world for Netflix content. The ability to stream or download their favourite series and films anywhere, on any device, is also influencing when Indians consume entertainment. India is clearly a nation of commute streamers, with Netflix members kicking off their binge while on the road,” says Lee. 

According to its survey, Indians are the second-highest public bingers in the world (88 per cent), just behind Mexico (89 per cent). And  the habit is catching on: 71 per cent Indians are bingeing in public more than last year. Also, the company says, its survey on viewing habits showed Indians like to race through their shows. Members are more likely to binge a TV show at a faster pace than the rest of the world: 3 days vs the global average of 4 days.

And even though mobile downloads are high, more than one-third (34 per cent) of Netflix viewing hours in India is through connected TVs, which includes people using smart TVs or game consoles.

A NATION IN NUMBERS
 

• Indian subscribers are more likely to binge on a TV show at a faster pace than the rest of the world: 3 days vs the global average of 4 days

• They are amongst the top mobile downloaders in the world 

• Indians are the second-highest public ‘bingers’ in the world (88 per cent), just behind Mexico (89 per cent)