Your new post is loading...
A year ago this month, Netflix launched in India with much fanfare. The company made a conscious decision to target the rich elite of India and then to broaden from there. As a Netflix spokesperson said at the launch, “Our early adopters are usually consumers who are tech-savvy, who have smartphones and own Apple accounts,” but that the company will later expand “through deeper local insights.”
On the surface, Netflix’s plan made perfect sense. The growth of smartphone, e-commerce and online streaming in the US has slowed, so global internet companies are on the hunt for their next big market. China’s protective policies and regulatory hurdles make it off-limits for most such behemoths. So India it is.
But a year after its launch, Netflix has failed to take over India. As it turned out, home-grown and international competitors alike fought back. The strategies they used revealed the short-sightedness of Netflix’s early-adopter approach....
Amazon puts the beat to Netflix in the India market – great story.