Internet

How Netflix India focused on building its content and marketing leadership

Soumya Gupta

August 02, 2022 | 4 Min Read

Netflix’s India unit differs from all its domestic and international rivals — it runs without a dedicated country manager. Instead, it has a decentralised structure, where the showrunners are all director- and vice president-level executives, who lead all crucial business functions.

Netflix is going through a tumultuous period globally, losing subscribers, facing questions on content quality, and even breaking from its premium image to offer ad-supported plans for free.

At the heart of its attempts to course correct is the goal of gaining and retaining users with good content, marketed well. Two things set Netflix India apart from its rivals.

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