Netflix isn’t just streaming in India it’s transforming it.
With a staggering $2 billion economic impact and 20,000 jobs created, Netflix’s investment in Indian content is rewriting the script on global entertainment expansion. What started as a bold bet with Sacred Games has now become one of the most powerful success stories in India’s digital economy.
In a bold statement that signals the growing importance of India in the global streaming race, Netflix Co-CEO Ted Sarandos revealed that the company’s local investments have generated $2 billion in economic impact and helped create over 20,000 jobs in the country.
Sarandos, speaking during a visit to India, highlighted Netflix’s long-term commitment to the region, emphasizing how India has evolved from an experimental market into one of the company’s fastest-growing content hubs. “When we started producing local originals with Sacred Games seven years ago, we were betting on the future of Indian storytelling. That bet is now paying off not just for Netflix, but for thousands of creators and workers in the ecosystem,” Sarandos said.
A Streaming Superpower in the Making
From Delhi Crime to Lust Stories, Jaane Jaan, and Kota Factory, Netflix has produced over 150 original Indian films and series, building a catalog that blends local flavors with international standards. This content not only caters to Indian audiences but has also traveled globally, boosting the visibility of Indian talent across borders.
What started with a gritty crime drama (Sacred Games) has evolved into a diverse slate of genres, languages, and formats making India a vital part of Netflix’s global strategy.
Impact Beyond Entertainment
The $2 billion impact isn’t limited to content budgets or marketing spends. According to Sarandos, the ripple effect of Netflix’s investment extends deep into India’s economy powering sectors like production, VFX, set design, makeup, costume, post-production, and more.
“Every production we take on employs hundreds of people from technicians and light operators to writers, actors, and editors. Multiply that across 150 projects, and the scale becomes evident,” he said.
The creation of 20,000 jobs includes both direct and indirect employment. Importantly, Netflix has also invested in upskilling initiatives in India, partnering with local training institutions to nurture the next generation of media professionals.
India: The Next Content Capital?
This announcement comes at a time when streaming services are fighting for dominance in the crowded Indian market. With homegrown platforms like JioCinema, ZEE5, SonyLIV, and Hotstar pushing out localized content, global giants such as Netflix and Amazon Prime Video have been adapting aggressively not just with subtitles and dubbing, but with original storytelling that resonates at home.
Sarandos’ statement underscores that Netflix is playing the long game. “India is more than a market. It’s a creative powerhouse. We’re not just here to entertain, but to build with and for India.”
The Road Ahead
While subscriber figures remain closely guarded, Netflix’s strategy in India now looks less like a gamble and more like a blueprint for success. The combination of localized storytelling, economic investment, and job creation offers a compelling case study for global entertainment brands seeking a foothold in emerging markets.
As the competition intensifies, one thing is clear: Netflix is no longer just streaming in India. It’s a building in India.
