Netflix co-founder Reed Hastings says he will step down as company chairman, marking a major leadership shift after nearly three decades. The move lands amid slowing growth, intensifying competition, and mounting investor pressure following a failed merger bid with Warner Bros Discovery—leaving Netflix to chart a fresh path to growth.
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.
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Most Indian streamers have moved to hybrid plans with ads because churn makes pure subscriptions harder, but Netflix has stayed ad-free. Even as ad-supported tiers grow globally, experts say India’s market realities and Netflix’s premium positioning will eventually force a rethink. The question is when Netflix will launch ads to broaden reach and revenue.
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