Netflix in India: Too Good a Market to Give Up!
Lubna Nafees
Appalachian State University, USA
Volume 14: 2019, pp. 413-426; ABSTRACT
Netflix is the world’s leading player in subscription based video on demand (VOD). The company was founded in the US in 1997 and grew at a rapid pace. By the end of 2015, it was operating in 60 countries but the slackening growth in the US and some other key regions compelled the management to look for new markets. In 2016, it decided to enter more than 130 countries simultaneously. One of their main focuses was India, due to its large population, fast growing internet user base, and younger population aspiring to western lifestyles and brands wit rising disposable incomes. Netflix believed that the Indian market was perfect for tapping into and had huge expectations from it. But once the initial enthusiasm over its launch subsided, Netflix found itself struggling to grow its user base across India.
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