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Netflixs new India playbook blends genres and strategy to outpace Prime and Hotstar
Economy
Published on 24 April 2026
A surprising recipe aimed at beating local rivals
Netflix already enjoys an edge with Indian viewers who love international series, but it is now reshaping its approach to win in a cutthroat OTT market. The streaming giant’s emerging India playbook is being described as a “masala mix,” targeting rivals like Disney+Hotstar and Amazon Prime Video with a more calculated content blend.
- Netflix remains popular with Indian audiences for international shows
- New India strategy aims to build traction against major rivals
- The approach blends content choices in a broader “masala mix”
- Competition in OTT is intensifying across streaming platforms
Read the full story at The Economic Times
This summarization was done by Beige for a story published on 
The Economic Times