Ted Sarandos, Netflix co-CEO, is no stranger to high-stakes decisions. Sitting down with Zerodha co-founder Nikhil Kamath during the People by WTF series, Sarandos shared insights into why India is central to Netflix’s global strategy. For a platform that prides itself on rewriting the rules of entertainment, India offers a canvas brimming with untapped potential and complex challenges.

“For 10 years, I’ve heard that India is two years away. And I feel like it’s never been more true than right now,” Sarandos quipped, reflecting a mixture of hope and urgency. His optimism underscores Netflix’s renewed focus on a market with more than a billion viewers spanning dozens of languages and regional preferences as a hub for creative storytelling that resonates globally. As Netflix vies for a piece of this vibrant and fragmented market, the company is banking on one key idea: Indian stories have the power to connect audiences far beyond its borders.

But what does that vision look like in a country where viewers are as diverse as the content they consume?

Stories that transcend borders

Netflix’s mantra for India is simple: local stories, global impact. The platform’s big Indian hits—Sacred Games, a gritty crime thriller, and Delhi Crime, an Emmy-winning series—are examples of how deeply rooted stories can strike a universal chord. Sarandos praised these titles for their narrative depth and quality, calling them benchmarks for what Indian storytelling can achieve on the world stage.

Projects like Heeramandi, helmed by filmmaker Sanjay Leela Bhansali, push this further. Describing it as “one of the most creatively interesting projects,” Sarandos emphasized how such stories marry India’s cinematic traditions with the global sensibilities of modern streaming. These narratives celebrate India’s cultural richness and make it accessible to an international audience.

Sarandos likened this approach to the success of Korean dramas, such as Squid Game, which catapulted into a global phenomenon. “Authentically local storytelling is the most globally valuable,” he remarked, encapsulating Netflix’s belief that Indian stories have the power to shape international trends.

The battle for eyeballs

India’s streaming market is fiercely competitive. Platforms like JioHotstar and Amazon Prime Video dominate with regional programming and live sports, catering to mass audiences. Netflix, by contrast, has carved out a niche with premium content and personalisation.

Sarandos pointed to Netflix’s adaptive streaming technology, designed to thrive on India’s diverse digital infrastructure, as a crucial advantage. Features like these ensure high-quality viewing even in areas with low bandwidth, a necessity in a country where internet connectivity varies widely.

While Netflix’s library spans global offerings—Japanese anime, Nordic noir, Bollywood blockbusters—it also seeks to foster what Sarandos calls “adventurous viewing habits.” The idea is not just to meet expectations but to expand them.

Netflix isn’t limiting itself to traditional streaming. Sarandos revealed plans to explore gaming and video-forward podcasts, tapping into formats that engage audiences in innovative ways. “Gaming is a natural evolution for us,” he explained, outlining Netflix’s ambitions to delve into a broad spectrum of games, including high-budget AAA titles like Grand Theft Auto and casual games for younger audiences. This move underscores Netflix’s belief in the synergy between storytelling and interactive entertainment.

Podcasts, too, are a growing focus, with Sarandos envisioning Indian creators leading the charge in this space. These initiatives signal Netflix’s intent to build an entertainment ecosystem where storytelling transcends screens and ventures into interactive and audio realms.

Cultural connection

Sarandos underscored the importance of cultural sensitivity in a market as dynamic as India. Recalling a dinner with Bollywood superstar Shah Rukh Khan, he reflected on the need for strong industry relationships to navigate the region’s intricate entertainment landscape. Such partnerships, he argued, are vital for Netflix to build trust and relevance.

His love for India’s creative energy was palpable. “I love coming to India so much. I never get enough time here,” Sarandos admitted, a sentiment that echoes Netflix’s commitment to a region that continues to fuel its optimism.

Yet, the road ahead is far from smooth. Competing against platforms offering free or low-cost subscriptions and leveraging the massive appeal of live sports is no easy task. Netflix must constantly innovate to maintain its edge.

Still, Sarandos is confident in the path forward. By doubling down on local content, fostering key industry connections, and leveraging cutting-edge technology, Netflix aims to establish itself as a premium destination in one of the world’s most dynamic entertainment markets.

The bet on India remains ambitious for now, but if Sarandos’ vision holds true, it’s a gamble that could redefine how stories are told and consumed, both here and globally.