'Don't dilute your voice —the more Indian your story, the more it resonates abroad'

Netflix’s $2 billion investment in India between 2021 and 2024 has done more than fund original content—it has fueled a creative and economic surge. Netflix CEO Ted Sarandos, speaking in Mumbai on May 3, shared that the streaming giant’s focus on local productions has created 20,000 jobs for cast and crew, delivering an economic impact that’s transforming India’s entertainment ecosystem.

Indian stories are resonating worldwide, clocking 3 billion viewing hours on Netflix over the past year—equivalent to 60 million hours a week. “The impact of great storytelling goes beyond entertainment—it drives jobs, economic growth, and global recognition,” Sarandos said, adding that an Indian title also broke into Netflix’s global top 10 chart.

“In those productions, we’ve created 150 original films and series, shot across 100 different towns and cities in India,” he said. “We’ve been operating in India for nine years, but our bold move came seven years ago with Sacred Games. That’s when I knew India would become a pivotal part of Netflix’s journey.”

Sarandos emphasized the global appetite for authentic, local narratives. “If you try to engineer content for the world, you’ll end up with nothing. What works best globally are stories deeply rooted in local culture,” he said. “Indian creators shouldn’t dilute their voice — the more ‘Indian’ your story, the more it resonates abroad.”

He also lauded India’s fan-driven culture, which enables flexible storytelling formats. “India is one of the most fan-centric markets in the world. Audiences here aren’t caught up in debates about theatrical windows—they just want great stories, no matter how they reach them. That’s a debate mostly among distributors. Viewers, frankly, don’t care.”

Joining Sarandos in conversation, actor Saif Ali Khan described streaming as a “creative playground.” “Thanks to streaming, we can explore characters with depth. There’s an intimacy and longevity here that cinema can’t always offer,” he said. Netflix, he noted, has helped his work reach global audiences long after its original release.

Khan also pointed to the evolution of Indian storytelling in the digital age. “The writing has become sharper. You can now bring long, layered narratives to life—even epic tales like the Mahabharata—with justice,” he said. “Streaming is allowing untold Indian stories to find a home and an audience.”

Looking ahead, Sarandos said India is poised for a cultural breakout akin to the Korean wave. “The blocks are being laid now. The desire to tell stories globally is rising in India. We now have the distribution channels to make it happen.”

Closing on an optimistic note, Khan said, “Streaming is not just a distribution model, it’s a revolution. For those of us who love history, culture, and craft, this is the moment.”