Netflix today announced strategic partnerships with three major companies in India – Airtel, Videocon d2h, and Vodafone – making the world’s leading Internet TV network and its critically-acclaimed programs such as House of Cards, Narcos, and The Crown more easily accessible to consumers across direct-to-home and mobile platforms throughout India.
“India is one of the most important and vibrant countries in the world and we are delighted to be teaming up with three of its leading companies to make it much easier for consumers to enjoy Netflix,” said Reed Hastings, Co-founder and CEO of Netflix.
“In the months and years to come, we look forward to bringing our Indian members more compelling stories from all over the world, an ever-improving viewing experience, and incredible joy,” he added.
Under the agreement announced on Monday, Bharti Airtel will integrate the Netflix app into its direct-to-home service throughout the country. Gopal Vittal, Managing Director and CEO (India and South Asia), Bharti Airtel said, “Airtel has been a pioneer in bringing the best of global content and products to its customers. We are delighted to partner Netflix to bring their popular content to our customers on one of our key digital platforms.”
Netflix will also be integrated into the Videocon d2h set-top box, allowing viewers to instantly access Netflix by clicking a dedicated Netflix button on the remote control. “We are delighted to have Netflix as a partner on our HD Smart Connect STB. This partnership strengthens our DNA of innovation by providing an instant TV screen experience for Netflix users in a seamless manner,” said Saurabh Dhoot, Executive Chairman, Videocon d2h.
In the mobile space, Netflix will partner with Vodafone on pre-paid programs and will enable payment integration, allowing Vodafone customers in India to pay for their Netflix subscriptions via their monthly bill. “We are proud to be the first mobile partner of Netflix in India and look forward to offering its rich content to further delight our millions of customers,” said Sandeep Kataria, Director Commercial, Vodafone India.
Netflix launched its service globally in January 2016, including India. Since that time, the service has added more high-quality Indian content, brought dozens of critically acclaimed and exclusive original films and series to consumers, and added features that Indian consumers love, including mobile downloads.
“In 2017, we’ll be working on making our Indian service better in every dimension,” said Hastings. “Working with some of India’s top artistes, we cannot wait to bring more locally produced series and films to our more than 93 million member households around the world.”
Coming soon on Netflix will be Marvel’s Iron Fist and new seasons of Orange is the New Black and House of Cards. Later this year, members will also have exclusive access to such highly awaited Netflix original films as War Machine, starring Brad Pitt and Sir Ben Kingsley, Okja starring Jake Gyllenhaal, Tilda Swinton, and Paul Dano, Our Souls at Night from acclaimed Indian Director Ritesh Batra, and starring Robert Redford and Jane Fonda, and Bright, starring Will Smith and Joel Edgerton.