Netflix’s investments in India have created economic impact of $2 billion: Ted Sarandos

Netflix’s investments in India have created an economic impact of $2 billion between 2021 and 2024, Netflix Co-CEO Ted Sarandos said during a fireside chat with actor Saif Ali Khan at the World Audio Visual and Entertainment Summit (WAVES) 2025 today.He shared that Indian content has been gaining strong global traction, accounting for 15% of Netflix’s Top 10 non-English global titles in 2024. At least one Indian title featured in the global Top 10 every week, with stories from the country reaching audiences in over 80 countries.

Sarandos credited this success to Netflix’s post-COVID investments, which, he said, have driven job creation, skill development, and infrastructure growth.

“Our investments in India have generated over $2 billion in economic impact,” he said, noting that Netflix has filmed across more than 100 towns and cities in 23 Indian states, working with over 25,000 local cast and crew.

He praised India’s deep connection with cinema, describing it as a culture where “people love to go to the films, like to watch movies on TV, like to talk about cinema.” What excites him most is the country’s “fan-centric” attitude—especially how quickly films move from theatres to streaming platforms. “That’s been fantastic,” he said.

Live Events

Sarandos added that India has long been ahead of the curve in democratising access to film. While other countries continue to debate theatrical release windows, India has embraced flexibility. “India is probably one of the more fan-centric places that enables this to happen,” he said, highlighting how audiences prioritise access over format.On the evolving relationship between cinemas and streaming, Sarandos expressed optimism: “I hope cinema continues to exist—I love going to the movies too.” But he also stressed that streaming has helped content reach people wherever they are: “If you want to watch a movie, I want to be able to deliver it to you.”He underlined the importance of authenticity in storytelling. “The stories that travel the farthest… are always the most locally authentic,” he said.

According to him, stories must resonate deeply with local audiences before they can find global success. “Nothing will work outside of India if it isn’t loved within India first,” he noted, urging creators not to “water it down” or “reverse-engineer” content to suit a global mould.

Looking ahead, Sarandos said India is poised for a global breakout, much like Korea was before Squid Game. “India is on the cusp of a major inflection point in storytelling,” he said, pointing to a creative surge backed by global platforms like Netflix.

He wrapped up by expressing excitement for upcoming Indian titles such as The Royals and The BA***DS of Bollywood, along with global fan favourites like the final season of Squid Game, Stranger Things, and Wednesday.

_{Images are for reference only.Images and contents gathered automatic from google or 3rd party sources.All rights on the images and contents are with their legal original owners.}