Biggest OTT turning into dumping ground?

Netflix India has been under scrutiny lately for its local content. While competitors like Disney Plus Hotstar and Prime Video seem to have hit the mark with their content, Netflix’s offerings have left many scratching their heads.

Critics argue that Netflix India’s content troubles stem from a few key issues. Some suggest that the decision-makers behind the scenes may lack the pulse of the audience or are too closely tied to certain industry circles.

Recent releases like Heeramandi, The Archies, Murder Mubarak, Khufiya, and Loop Lapeta have been met with disappointment, fueling speculation about the competence of Netflix’s content team.

Netflix has been labeled a “Plan B” for Bollywood directors who may not be confident in the quality of their content. Netflix has become a dumping ground for some elite Bollywood filmmakers.

Many viewers feel that a significant portion of Netflix’s Indian content falls into two extreme categories: poverty porn or ultra-rich, woke narratives. This has led to accusations of catering solely to a narrow segment of the population – the upper-middle-class and not Indian masses.

While competitors like Jio, Zee, Sony, Star, and Amazon aim for mass appeal, Netflix seems to prioritize niche audiences.

Despite the criticisms, Netflix India has had its share of successes. Original movies and shows like Darlings, Monica Oh My Darling, Delhi Crime, The Railway Men, Maamla Legal Hai, and the recent Chamkila have garnered praise for their quality and storytelling.

Acknowledging its missteps, Netflix needs to reassess its approach and better understand the preferences of the Indian audience. Shedding the elitist mindset and embracing a more inclusive content strategy could be the key to winning over the masses. M9.News