Case Study : Netflix’s Online Marketing Playbook for India

2 weeks ago, I was in a binge mood, and here’s what I watched: Chamkila Heeramandi Laapata Ladies

Of course, you know that these are on Netflix!

And how it started out is an interesting story.

In 1997, Marc Rudolf and Reed Hastings, inspired by Amazon and wanting to create something with a similar business model, started a DVD rental and sales service.

This transformed into a subscription-based service in 1999.

By the mid-2000s, data speeds had developed enough to support streaming on the internet.

So, between 2007 and 2012, they gradually transformed from a DVD service to an internet streaming platform.

But how did they convince 6.5 million people in India to pay for the services when it is a price-sensitive market?

Let’s look at it!

Key Takeaways from Netflix India’s Marketing

Localize Your Content & Marketing:  Speak the language, cater to cultural nuances, and prioritize mobile-first experiences. Balance Quality & Affordability:  Offer high-value content with pricing models that cater to budget-conscious audiences. Embrace Social Media:  U se platforms like Instagram and YouTube for engaging content and hype generation. Experiment with Content Formats:  Explore new formats to engage audiences and build brand loyalty.

Why OTT?

The rise of Over-the-Top (OTT) platforms like Netflix has changed the way we consume entertainment. This is because of several reasons:

1. Less Restrictions:

Unlike traditional television with its fixed schedules and censorship limitations, OTT platforms like Netflix offer greater freedom. Content can explore mature themes, complex storylines, and diverse narratives without restrictions imposed by cable networks or broadcasters. This allows for a wider range of stories to be told and voices to be heard.Shows like Sacred Games on Netflix tackle gritty crime themes and social issues that might not be suitable for traditional television broadcasts.

2. Experimentation:

OTT platforms provide a space for experimentation with new formats, genres, and storytelling techniques. This allows creators to take risks and explore unconventional narratives, potentially leading to groundbreaking content.For instance, Masaba Masaba is a biographical dramedy – a format that might not have been successful in conventional television but became quite popular through Netflix.

3. Chance to Less Popular But Highly Talented Actors:

OTT platforms offer a platform for talented actors who might not have mainstream recognition.This allows for a more diverse range of casting choices and the potential for breakout stars.For instance, Mamla Legal Hai is a series that has cast underrated actors with a sweet storyline.

4. Content that Resonates with Specific Demographics:

Unlike traditional television with its broad programming, OTT platforms can cater content to specific demographics.For instance, Kho Gaye Hum Kahan on Netflix tackles the complexities of young adult life, resonating deeply with Gen Z viewers facing issues like career pressures, relationship struggles, and societal expectations.

5. Amplifying Underrated Movies:

Traditional Bollywood has a specific formula for films to become a hit. This is one of the reasons why Animal was a commercial success.But OTT can amplify thought-provoking narratives that otherwise wouldn’t have been as successful.For instance, recently, Laapata Ladies surpassed Animal in terms of viewership within just 2 months. It has been all over the place and become immensely popular (if you haven’t watched it, you should definitely give it a try!). This wouldn’t have been possible without OTT like Netflix.

Netflix’s commitment to high-quality storytelling, investment in local narratives, and focus on user experience have made it successful in the Indian market and beyond.

Market Entry:

Netflix entered India in 2016. By then, it already had an established global presence.

The Indian entry, however, coincided with a major event in the country – the introduction of Jio and its free data.

This meant that a huge chunk of the country could now consume more content online – which is exactly what Netflix offers.

Initially, it launched as a subscription for Rs 500 per month.

But it didn’t work.

It was rather expensive and the audience didn’t convert as was expected.

So, they re-introduced it for Rs 199 per month – an enticing rate for the consumers.

Source: About Netflix

They also used other strategies to establish themselves in India. While offering its huge library of global content, Netflix recognized the importance of localizing its offerings. This included:

Dubbing and subtitling content: Netflix ensured a wider audience could access its global content library by offering dubbing and subtitles in major Indian languages like Hindi, Tamil, Telugu, and Malayalam. Investing in original Indian content: Popular shows like “Sacred Games” and “Delhi Crime” showcased local talent and resonated with Indian audiences. The shows’ critical acclaim and popularity helped establish Netflix as a producer of high-quality Indian content. Understanding Mobile-First Consumption: India is a mobile-first nation, and Netflix adapted accordingly. Recognizing the importance of affordability, Netflix introduced mobile-only subscriptions at Rs 149. Acquiring Shows: Little Things was originally released as a series on YouTube. After the immense popularity of the show, it was bought by Netflix which added 3 more seasons to the show – exclusively available on the app.The story is touching enough for people to want to watch the rest of it and use the platform for the same.

Content Marketing:

As an online streaming service, Netflix utilizes content marketing to keep the audience updated on latest content in a fun way.

Instagram Strategy:

Currently, netflix_in has 9.4M followers on Instagram.

Their tone is casual and aims to engage Gen Z and millennials – their core target audience.

This helps to be relatable and engage the audience.

Their bio is also quite relaxed and trendy:

Source: Instagram of Netflix India

Netflix is at a stage where it doesn’t have to overtly convince the users to subscribe.

So, it focuses on showing interesting snippets of content and entertaining the audience to keep them watching the platform.

YouTube Strategy:

Netflix India currently has 23.9M followers on YouTube.

For movies released on Netflix, they have different playlists that feature fun interviews and other content related to it. This helps to create buzz and anticipation.

For instance, this was an interview to promote Chamkila:

Sometimes, they also release a part of the content for free. This helps the audience to know if they like it and if so, they can get converted into paid users.

For instance, they have the first episode of Kaala Paani freely available:

Apart from this, they understand the power of entertainment as well as comedians in India. So, they created series like Kaafi Candid ft Zakir Khan.

Here, celebs are interviewed in a casual manner – the kind of authenticity that fans crave. This translates into higher engagement for the company.

this interview with Rajkumar Rao has 2.9M views, which also helps increase awareness about the upcoming content:

Their playlists are many and entertaining; check them out here.

This focus on entertainment helps to keep the audience hooked till the release of the content and after.

In a Nutshell:

Netflix’s success in India is a testament to its ability to adapt to a new market. Their commitment to localization truly propelled them forward.

As an online platform, most of their online marketing revolves around creatively promoting their content, often under the veil of entertainment.

But given the number of views, followers, and engagement, it is a strategy that’s surely working!