Netflix has successfully completed two years in India last week. The video streaming platform decided to roll out its operations in more than 130 countries in one go in January 2016 including India. However in some context, it has been an uphill task to establish itself in a country which is more known for using free contents. Nevertheless, Netflix is aiming to get a stronger hold in the country by using its original content strategy which is more focused towards millennials and the Internet-addicted urban audience.
"After its launch in January two years ago, Netflix has grown to a large extend in the Indian OTT video streaming market, yet, it is miles behind other OTT players. Currently, Netflix is the fifth largest player in the country, behind captivating options for the people such as Hostar, Voot, Amazon Prime Video", said Hanish Bhatia, Senior Analyst of Mobile Devices and Analytics, Counterpoint Research.
A recent survey made by Counterpoint Research has ranked Netflix in the fifth spot among the top-five OTT video streaming services in India as it holds only a five percent share of the around 100 million strong market in India.