Marketing Mind
Newsletter
  • Home
  • Advertising
  • Marketing
  • Media
  • Business
  • What’s Buzzing
  • Case Studies
  • More
    • All
    • Celebrating Women Leaders
    • Events
    • Guest Posts
    • Podcast and Video
    contextual marketing, Manu Sankar Das, MediBuddy, data-driven insights, consumer privacy, emotional relevance, platform-specific strategies, location-based marketing, timing in marketing The Art Of Contextuality In Marketing

    The Art Of Contextuality In Marketing

    How AI Is Transforming The Creation, Planning & Measurement Of Advertising In India

    How AI Is Transforming The Creation, Planning & Measurement Of Advertising In India

    child engagement, healthy rewards, gamified learning, parental expectations, responsible marketing From Sugar To Substance: Rethinking Child-Centric Marketing For A Healthier Generation Gamified learning, healthy rewards, responsible marketing, parental expectations, holistic development, digital etiquette, Race to Space, Kennedy Space Center, user-generated creativity, sustainability campaign

    From Sugar To Substance: Rethinking Child-Centric Marketing For A Healthier Generation

    Marketing To The Young & The Restless: Cracking The Code Of Gen Z Engagement In India

    Marketing To The Young & The Restless: Cracking The Code Of Gen Z Engagement In India

    Not A Sprint But A Marathon How Short-Form & Long-Form Content Complement Each Other

    Not A Sprint But A Marathon How Short-Form & Long-Form Content Complement Each Other

    Marketing In A World Of Tariffs & Slowdowns: How Brands Can Stay Resilient

    Marketing In A World Of Tariffs & Slowdowns: How Brands Can Stay Resilient

No Result
View All Result
  • Home
  • Advertising
  • Marketing
  • Media
  • Business
  • What’s Buzzing
  • Case Studies
  • More
    • All
    • Celebrating Women Leaders
    • Events
    • Guest Posts
    • Podcast and Video
    contextual marketing, Manu Sankar Das, MediBuddy, data-driven insights, consumer privacy, emotional relevance, platform-specific strategies, location-based marketing, timing in marketing The Art Of Contextuality In Marketing

    The Art Of Contextuality In Marketing

    How AI Is Transforming The Creation, Planning & Measurement Of Advertising In India

    How AI Is Transforming The Creation, Planning & Measurement Of Advertising In India

    child engagement, healthy rewards, gamified learning, parental expectations, responsible marketing From Sugar To Substance: Rethinking Child-Centric Marketing For A Healthier Generation Gamified learning, healthy rewards, responsible marketing, parental expectations, holistic development, digital etiquette, Race to Space, Kennedy Space Center, user-generated creativity, sustainability campaign

    From Sugar To Substance: Rethinking Child-Centric Marketing For A Healthier Generation

    Marketing To The Young & The Restless: Cracking The Code Of Gen Z Engagement In India

    Marketing To The Young & The Restless: Cracking The Code Of Gen Z Engagement In India

    Not A Sprint But A Marathon How Short-Form & Long-Form Content Complement Each Other

    Not A Sprint But A Marathon How Short-Form & Long-Form Content Complement Each Other

    Marketing In A World Of Tariffs & Slowdowns: How Brands Can Stay Resilient

    Marketing In A World Of Tariffs & Slowdowns: How Brands Can Stay Resilient

No Result
View All Result
Marketing Mind
No Result
View All Result
Home Media

What Matters Most To Us Is Staying True To Our Standards Rather Than Chasing Streaming Trends: Netflix’s Monika Shergill

From embracing India's storytelling diversity and resisting trend-chasing to amplifying bold originals and fuelling global crossovers, Monika Shergill, Vice President- Content, Netflix India, outlined the streaming platform's evolving vision. At the heart of it all lies a deep commitment to creative excellence, innovation, and a culture-first approach to content strategy.

Sakshi Sharma by Sakshi Sharma
May 6, 2025
in Media
A A
What Matters Most To Us Is Staying True To Our Standards Rather Than Chasing Streaming Trends: Netflix’s Monika Shergill

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.

Related Posts

JioStar, IPL 2025 viewership, 1 billion viewers, CTV growth, JioHotstar, Star Sports, Sanjog Gupta, TATA IPL final, live sports streaming, digital watch-time IPL 2025 Draws 1 Billion Viewers Across TV & Digital; CTV Viewership Rises By 49%: JioStar
Feature

IPL 2025 Draws 1 Billion Viewers Across TV & Digital; CTV Viewership Rises By 49%: JioStar

by MM Desk
June 20, 2025

JioStar, the official broadcast and streaming partner for TATA IPL 2025, announced that it reached one billion viewers across TV...

Network18 Rolls Out Creator18
Media

Network18 Rolls Out Creator18

by MM Desk
June 19, 2025

Network18 Media has launched Creator18, a new venture aimed at fostering and amplifying the global creator economy.  Creator18 operates at...

Latest

Fix My Curls Rebrands To Champion Curl-Textured Hair Community

Fix My Curls Rebrands To Elevate Curl Culture, Unveils New Visual Identity

June 20, 2025
Symphonies Life Unveils New Brand Identity with VOLUME Symphonies Life, VOLUME agency, brand identity refresh, sleep lifestyle brand, wellness positioning, Shivans Agarwaal, Rishabh Srivastava, sleep well-being, motion-based branding, holistic sleep solutions

Symphonies Life Unveils New Brand Identity with VOLUME

June 20, 2025
Savio Cerejo Joins The House Of Abhinandan Lodha As VP Business Head Marketing House of Abhinandan Lodha, Savio Cerejo, VP Business Head Marketing, Prime Video, Amazon MGM Studios, Swiggy, ITC Classmate, content marketing, brand management, LinkedIn update

Savio Cerejo Joins The House Of Abhinandan Lodha As VP Business Head Marketing

June 20, 2025
PK Anil Kumar Returns To McCann Worldgroup As Director- Creative Excellence McCann Worldgroup, PK Anil Kumar, Director Creative Excellence, McCann Health, Windchimes Communications, BBDO Lanka, Bates CHI & Partners, creative leadership, LinkedIn announcement, advertising industry

PK Anil Kumar Returns To McCann Worldgroup As Director- Creative Excellence

June 20, 2025
The Bridal Retreat Onboards Karan Johar As Brand Ambassador The Bridal Retreat, Karan Johar, brand ambassador, wedding experience, bridal journey, E-Factor Experiences, Samit Garg, self-reflection, transformative retreat, pre-wedding wellness

The Bridal Retreat Onboards Karan Johar As Brand Ambassador

June 20, 2025
RVCJ Media & Salt Media’s 'First Copy' Releases Today, Opens To Rave Reviews & Roaring Audience Love

RVCJ Media & Salt Media’s ‘First Copy’ Releases Today, Opens To Rave Reviews & Roaring Audience Love

June 20, 2025
Facebook X-twitter Instagram Youtube Linkedin
Discover the latest trends in Marketing, Advertising, Startups & Media.​
  • About Us
  • Millennial Achievers’24
  • Contact Us
  • Privacy Policy
  • Become a Guest Contributor
  • About Us
  • Millennial Achievers’24
  • Contact Us
  • Privacy Policy
  • Become a Guest Contributor

To Advertise & Collaborate With Marketing Mind, Contact Us Here.

Subscribe to our newsletter for exclusive content.

By continuing you agree to our Privacy Policy & Terms & Conditions

 

©2025 Copyright. RVCJ Digital Media Pvt Ltd

To Advertise & Collaborate With Marketing Mind, Contact Us Here.

Subscribe to our newsletter for exclusive content.

  • About Us
  • Contact Us
  • Become a Guest Contributor
  • Terms & Conditions
  • Privacy Policy
Facebook X-twitter Instagram Youtube Linkedin

©2024 Copyright. RVCJ Digital Media Pvt Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
No Result
View All Result
  • Home
  • Advertising
  • Marketing
  • Media
  • Business
  • What’s Buzzing
  • Case Studies
  • More

© 2024 RVCJ Digital Media Pvt Ltd.

This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.