Kapil Sharma, one of the India’s favorite comedians, is making a significant shift by leaving televisions to bring his show to Netflix. Despite the fact that 90% of his audience still tunes in on TV, Kapil has chosen to move away from his largest fan base to join the streaming giant. But what’s behind this decision?
The key lies in Netflix’s ambitious strategy to establish itself as a leading player in the Indian market. Over the last couple of years, Netflix has been dedicated to enhancing its content specifically for Indian viewers, populating its library with popular films and shows designed for local tastes.
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However, despite these efforts, Netflix has not achieved the level of success it anticipated.
The problem isn’t the content itself; it’s the platform’s strategy regarding India’s OTT landscape. Traditionally, OTT platforms in India have catered to individual viewing – people consuming content alone on their mobile devices. This approach made sense in a mobile-first country where many households lack smart TVs. Yet, Netflix has come to realize that this solitary viewing model isn’t sufficient for it to become a household name.
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The new objective? Encouraging family viewing. Netflix aims to untie families in front of their televisions. By offering family-friendly content, the platform hopes to minimize “churn” (the rate at which subscribers cancel) since typically, at least one family member will continue watching.
However, for this strategy to succeed, Netflix must address the challenge of limited smart TV access in India, which is gradually improving with devices like Tata Sky Binge, Airtel Xstream, Firestick and Chromecast.
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This is where Kapil Sharma plays a crucial role. As the reigning king of family entertainment in India, his comedy resonates with millions across various age groups and backgrounds. By featuring Kapil’s weekly show on Netflix – and ensuring they remain engaged as they look forward to new episodes.
For Netflix, this move is a strategic game-changer. Transitioning to weekly episodes marks a significant shift from its typical “binge-watch” model, but it has the potential to yield impressive results.
