While millions across India stream their favourite shows and movies on Netflix, the global OTT giant has been quietly weaving a much larger story behind the scenes. Speaking at the prestigious WAVES Summit 2025 in Mumbai, Netflix Co-CEO Ted Sarandos pulled back the curtain, revealing a staggering $2 billion economic contribution generated through the platform’s investments in India between 2021 and 2024. This significant impact goes far beyond subscription numbers, highlighting a deep commitment to the Indian creative ecosystem and economy, especially in the post-COVID recovery period. How did Netflix achieve this, and what does it mean for India’s booming entertainment industry?
The core of this impressive $2 billion figure lies in Netflix’s substantial investment in local productions. Sarandos confirmed that during the critical three-year period from 2021 to 2024, as the world emerged from the pandemic, Netflix ramped up its focus on India. This wasn’t just about adding titles; it involved significant capital infusion into creating original Indian content. This direct investment has rippled through the local economy, supporting various sectors linked to film and series production, infrastructure development, and skill enhancement within the industry. It’s a testament to leveraging India’s vast digital potential and appetite for quality entertainment.
The economic impact translates directly into tangible job creation. Sarandos announced that Netflix’s Indian productions generated approximately 20,000 jobs for cast and crew members within the same 2021-2024 timeframe. This significant number underscores the scale of production activities undertaken by the streaming platform. From actors and directors to technicians, production staff, and support services, this investment has provided substantial employment across the nation’s vibrant media and entertainment sector. These aren’t just temporary gigs; they represent valuable experience and skill development within a rapidly evolving global industry.
Netflix’s commitment goes hand-in-hand with a strategy championing authentic local storytelling. Since launching its first major Indian original, Sacred Games, around seven years ago (a project moderated at the WAVES Summit session by its star, Saif Ali Khan), the platform has produced around 150 original Indian films and series. These productions weren’t confined to major hubs; filming spanned over 90, and some reports mention over 100, different towns and cities across nearly two dozen Indian states.
This focus on local narratives is paying off globally. Sarandos revealed that audiences worldwide watched a massive 3 billion hours of Indian content on Netflix in the past year alone – averaging 60 million hours weekly. Crucially, he noted that an Indian title featured in Netflix’s global Top 10 list every single week last year, proving that authentic Indian stories, rather than diluted “globalized” versions, resonate internationally. “Great stories could transcend borders, languages and cultures,” Sarandos stated, emphasizing the power of genuine local storytelling.
Looking ahead, Sarandos expressed immense optimism about India’s creative future on the global stage. He drew parallels to South Korea’s cultural wave, suggesting India might be “at the cusp of a huge inflection point for a storyteller, the way Squid Game was for Korea.” He believes the building blocks are in place, with streaming platforms like Netflix providing the global distribution necessary for Indian content to achieve similar worldwide phenomena. He also reassured stakeholders that streaming and traditional cinema can thrive together, especially in India’s “fan-centric” market, dismissing debates around theatrical windows as industry-insider concerns irrelevant to the audience. Streaming, he argued, actually democratizes filmmaking and helps diverse, even obscure, films find their audience.
Netflix’s $2 billion impact and the creation of 20,000 jobs mark a significant milestone, showcasing the platform’s deep integration into India’s economic and cultural fabric. As Indian stories continue to captivate global audiences, the synergy between this OTT giant and local creators looks set to redefine India’s position in the world entertainment landscape.
Key Highlights:
- Massive Economic & Job Impact: Netflix Co-CEO Ted Sarandos revealed at WAVES Summit 2025 that the company’s Indian investments generated a $2 billion economic impact and created 20,000 cast/crew jobs between 2021 and 2024.
- Fueled by Local Production: This impact stems from producing ~150 original Indian films/series across 90-100+ cities, demonstrating a commitment to local storytelling post-COVID.
- Global Audience Success: Indian content saw 3 billion viewing hours globally on Netflix last year, with an Indian title consistently appearing in the global Top 10 weekly charts.
- Future Potential: Sarandos believes authentic Indian stories have immense global potential, possibly mirroring South Korea’s success, and stressed the coexistence of streaming and theatrical releases.