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Binge-watchers, rejoice! Netflix signs strategic partnership with Airtel, Vodafone,Videocon d2h

The partnerships aim to expand distribution and make it easier for Indians to access Netflix.

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Millennials rejoice for the online video streaming service Netflix on Monday announced that it has formed three seperate strategic partnerships with Bharti Airtel Ltd, Vodafone India and direct-to-home (DTH) television operator Videocon d2h. 

According to livemint, Reed Hastings, founder and chief executive made this announcement in New Delhi on Monday. The new partnerships aim to expand distribution and make access to Netflix easier for Indians via integration through set-top boxes and prepaid mobile schemes. 

This partnership seems like the right path ahead as Indians have turned out to be the fastest binge watchers on Earth. TOI reported that while the global average to finish a show is four days, Indians have completed series like Narcos, Bloodline and Marvel's Jessica Jones in three days flat. 

Netflix for the millenials is what television fascination was for our older generation, at a much higher addiction level though. 

“We want it to just be easy to get to Netflix whether it’s on your TV or your mobile phone or laptop. It should really be like Netflix is available anywhere where the Internet is available,” said Hastings.

He stated that within 14 months of its launch in India, the country has been placed as one of the top three markets for Netflix in terms of mobile usage. 

From a consumption standpoint, Hastings said India is more movie-centric than most of Netflix's other markets. 

The next 10 to 20 years around the world will be a time of great change with the expansion of Internet TV, Hastings said, with Internet data costs continuing to drop. “We think Internet television over the next 10-20 years will rise like the mobile phone did over the fixed line telephone. With Internet TV, we think there will be tremendous growth in the creative sector; so for example, for creators now, Hotstar makes a bid, we say no we’ll pay more, Amazon pays more... the prices are rising and the number of projects getting done in the creative community is really expanding,” Hastings pointed out.

"We’ve had strong growth here; it’s stronger than all of the other Asian nations. It’s a larger market. In terms of investments, we are investing heavily into content,” said Hastings, adding the viewing of its shows had gone up a lot on the Reliance Jio network which launched in September last year.

Reiterating its long-term commitment to the country, Hastings said that Netflix will soon open a Mumbai office.

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