At a time when the streaming landscape is in flux, with evolving viewer behaviours, intensified competition, and increasing pressure to blend creativity with commercial viability, Netflix is charting its own path by anchoring itself in premium storytelling, rooted in emotion and guided by innovation.
Monika Shergill, Vice President – Content, Netflix India, emphasised that the platform’s meteoric rise in the country is not merely the result of data-driven programming but a strategic, slow-burn investment in creating high-quality, emotionally resonant stories that stand tall both at home and beyond borders.
Speaking at the ‘Future of Video India’ event organised by AVIA and WAVES in Mumbai, Shergill shared that this year marks a turning point for the streaming platform, with its most ambitious content slate yet.
While discussing how Netflix is supercharging India’s content growth, Shergill said, “I think content and entertainment is a very from-the-heart thing. Stories touch our hearts, and it’s really important to be honest about what you’re making because, eventually, stories are about human connection and emotions. They are about fueling fandom. You can’t just distill that into a number.”
She added, “In the business of entertainment, there has to be entertainment first. Numbers follow great stories, whether it’s a movie you watch in theatres, something you stream, watch on television, or see live. If what you’re watching doesn’t touch or connect with you, there is no business. The business follows the bold, ambitious bets you take, the creative voices you bring, and the vision you pursue.”
Commenting on Netflix’s recent momentum, she said that the turnaround and tremendous growth they have seen over the last couple of years, and the biggest slate they have this year, is all a result of continued, diligent work guided by a clear strategy- how they are programming, what they are offering. Everything is Netflix, from prestige to commercial.
She acknowledged the curiosity and critique around Netflix’s choices, saying, “A lot of times there’s this feeling that why is Netflix doing this, or why is it not doing that? We’re always listening and learning from what members and audiences are watching on the service and from what we’re hearing. We’re very open to feedback, and it’s important to learn from it, not to copy, but to innovate and ask, ‘What is the Netflix version of that?’”
Shergill also emphasised clarity of vision and the platform’s evolving approach, saying, “Over the last few years, we’ve been consistent in taking bold, directionally correct steps to build the most diverse slate. WAVES also exemplifies that India’s diversity is actually its storytelling superpower.”
She candidly shared that the current mood at Netflix is constantly electric, always hungry and always excited.
“When you’re in the business of storytelling, passion and excitement are non-negotiable. It’s a process driven by the desire to connect with audiences through the most surprising, unpredictable narratives. At the same time, you’re not just observing trends, you’re tapping into them and creating them simultaneously. The spirit is relentless, a continuous pursuit of creative excellence and a constant drive to innovate.”
Furthermore, she went on to say, “The important thing for us as Netflix is to actually not follow a trend that is happening in streaming, we are held to our own standards. With audiences having access to stories from around the globe, it’s critical that Netflix India’s slate stands tall alongside our global offerings. As we often say, our biggest competition is within Netflix itself. We’re highly competitive across markets, we learn from one another, share insights, and constantly strive to raise the bar. I’m just as focused on what our teams in Japan, Korea, or Spain are doing, and how we, as one team, can take Indian storytelling to the world.
She highlighted that their goal at Netflix is to deliver the best of Indian storytelling, deeply rooted in our culture while resonating widely across diverse Indian audiences. Over the past few years, and especially with the strong start this year, they have been expanding that reach.
“If you look at our current offering, it’s clear we’re engaging more audiences than ever. Equally important is maintaining quality. Premium storytelling is still relatively new in India, emerging primarily over the last five to seven years with the growth of streaming, not just through Netflix, but across all platforms. The fact that everyone is investing in and doubling down on talent only helps the market thrive. For the streaming industry as a whole, it’s vital that we uphold high standards and continue bringing in fresh, creative voices,” Shergill said.
When asked about striking a balance between “winning India first” and “winning the world through India,” Shergill emphasised that winning India first is the absolute goal. The focus, she said, is on becoming the most loved and sought-after service by truly listening to audiences and offering something unmatched in the market, be it through local state programming or inbound global content.
“We are a pure play entertainment service,” she noted, adding that their priority is delivering high-quality, diverse entertainment.
What sets Netflix apart, she explained, is that when a story gains significant traction in its local language and home country, the platform’s superior product then begins amplifying it globally. This happens based on genre preferences and viewing patterns,more trials, more engagement, and that’s how stories begin to travel.
“So, when Netflix India stories cross borders, it reflects how well we are performing within India, aligning with how personalisation and the recommendation engine function,” she added.
Furthermore, she pointed out, “The fact that we are streaming giants and pioneers stems from a core DNA of innovation within the company. I’d actually say that innovation and consistency are not opposites. Consistency lies in the quality and in our core promise of serving audiences, while innovation is about identifying where the business needs to go next, what we must do to meet audiences where they are.”
“Whether it’s introducing our ad-supported tiers across global markets or launching live experiences, it all reflects how deeply innovative we are as a company. We’re constantly challenging ourselves to surprise and super-serve our audiences, and that mindset isn’t going away. So, for anyone who believes Netflix should only do one thing and not another, or questions why we’ve evolved to include ads despite earlier positions, it really underscores our commitment to innovation and to always thinking ahead,” she added.
