'No reason Netflix wouldn't have 100 mn subscribers in India'

Ted Sarandos, co-CEO of Netflix, feels that the company has finally cracked the Indian market and is seeing remarkable growth in both subscribers and engagement.

- Gaurav Laghate

In an interview, he said Netflix is committed to investing in India and that getting to 100 million subscribers in the country is achievable. Edited excerpts

From January last year, when Reed Hastings said it's frustrating that Netflix isn't as successful in India as other markets, to now, would you say that Netflix has cracked the Indian market?

It feels that way, and we want to keep doing that. The core of every international expansion for us has been product-market fit. Are we priced correctly for the market and is the programming attractive to our members? We're so much further along that continuum and it definitely feels like we found a nice new gear in India.

The thing that I love about coming to India every time is that it's always changing, it's always growing and it's always moving very quickly. It's a very high-energy country. Last year, India was our fastest-growing market and this year, too, it remains one of our five fastest-growing markets.

This is not just about delivering people's favourite movies and series, but setting the expectation that the next one will also be great. That's what we've been up to and I think it's coming together in ways that we couldn't have imagined a few years ago.

Despite reducing prices, you remain the costliest streaming service in India. Have you found the right price point?