“In the second half of the year, we are launching four titles per week. We are ramping up our overall volume, though not at the expense of quality. We are programming more than 20 genres,” Netflix India vice-president, content, Monika Shergill told ET.
The push comes as streaming audiences in India become more open to varied formats, languages and genres across mobile and connected TV screens. Shergill said streaming has changed viewing behaviour by combining cinematic storytelling with the depth and frequency earlier associated with television.
“Streaming has married cinematic storytelling with a larger footprint of audience tastes, in terms of genres and languages,” she said. “Audiences are becoming genre-fluid and format-agnostic.”
Netflix’s slate reflects that shift. While premium scripted shows such as Taskaree: The Smuggler’s Web, Kohraa and Super Subbu follow shorter episode structures, the platform is also experimenting with formats that require higher frequency or longer engagement.
Reality format Lock Upp: Sach ya Saza, for instance, is designed as a five-days-a-week show, while upcoming slice-of-life comedy Chumbak will have more episodes because of its character-led family world.
The platform is also working more closely with digital creators who have built large communities on YouTube. Bhuvan Bam’s Dhindora Season 2 will stream exclusively on Netflix, while Samay Raina’s India’s Got Latent 2 will come to Netflix in a co-exclusive format along with YouTube. Raina’s next stand-up special will be a Netflix exclusive.Shergill said Netflix is not looking at these creators merely as social media personalities, but as storytellers with a distinct voice and strong audience connection.
“For us, it’s not about where a creator comes from. It’s about identifying unique voices,” she said. “Many YouTube creators have spent years building highly engaged communities by developing distinctive storytelling styles and understanding what resonates with their viewers.”
Non-fiction and comedy are also becoming bigger pillars for Netflix India. Its unscripted slate includes The Great Indian Kapil Show, India’s Got Latent 2 and Lock Upp: Sach ya Saza. Shergill said audiences are returning to non-fiction as the streaming ecosystem matures after its first wave of premium scripted fandom.
“At its core, non-fiction appeals because people are fascinated by real people,” she said. “We enjoy watching individuals make difficult choices, navigate relationships, confront challenges, reveal their vulnerabilities and showcase their talents.”
On content sharing, Shergill said Dhurandhar The Revenge, backed by Jio Studios, was an exception rather than a broader strategy.
“We are not sharing films as a strategy. Dhurandhar was a very unique case because we have such a strong partnership with Jio Studios. We are not looking at splitting licences more broadly,” she said.
Shergill added that as streaming matures, platforms are becoming more disciplined in evaluating content investments. “Building a sustainable business is about balancing quality, diversity of storytelling and disciplined investment,” she said.
Netflix is also investing in the creative ecosystem through the NextGen India Writers’ Program, a two-month hybrid mentorship initiative for emerging screenwriters with up to three years of professional experience. Participants will work on long-form storytelling, character development, world-building and series bibles.