Netflix To Partner with Airtel, Vodafone & Videocon d2h in India
Netflix has confirmed that it will partner with Airtel, Vodafone and Videocon in India, in order to strengthen its market presence in the country.
Netflix was launched in India, along with 129 other markets in Asia, in January, 2016. However, the US-based digital streaming company has faced stiff competition from the likes of Amazon Prime and HotStar. In order to get the rivalry out of the way, Netflix has decided to vigorously invest in the local content in India.
During a press conference in New Delhi, Netflix Co-founder and CEO Reed Hastings told reporters,
India is one of the most important and we are delighted to be teaming up with three of India’s leading companies. The partnerships with Airtel and Videocon d2h is for set top boxes while the Vodafone partnership is for payment integration
Netflix has also confirmed that it is in talks with other major service providers in India for partnerships. Hastings, who is on his first visit to India also said that the company has had a strong foot in the Indian market since its launch in January last year.
In December last year, Netflix collaborated with Shah Rukh Khan’s Red Chillies Entertainment, a move to give viewers access to all Shah Rukh Khan’s past and upcoming movies. Though the shows Narcos and The Crown have helped draw a lot of viewers, Netflix will aim to introduce more local content to users across the Indian market. The US-based company, Netflix, is also planning to introduce other payment options, given the low penetration of credit cards in India.
Given Netflix’s decision of bringing more local content to its services, it might be a tough situation in the market for its other contemporaries.