#e4mExclusive:  Netflix puts Rs 300 crore media account on pitch

In a significant shake-up of its media strategy in India, Netflix has initiated a fresh media agency pitch for its estimated ₹300 crore account, according to multiple senior industry sources familiar with the development.

The account is currently with Wavemaker—part of advertising conglomerate WPP.

Sources indicated that several top-tier media agencies have been invited to contest the business. The pitch is understood to be comprehensive, covering both traditional and digital media mandates, with a strong emphasis on performance-driven planning and regional market penetration.

“Netflix is clearly looking to re-evaluate its media approach in India,” said a senior media executive aware of the discussions. Another source added that the account size—estimated at around ₹300 crore annually—makes it one of the more lucrative media mandates currently in play.

The development comes at a time when streaming platforms are recalibrating their spending amid heightened competition from rivals such as Amazon Prime Video and Jiostar. As content costs rise and subscriber growth becomes more challenging, platforms are increasingly focusing on optimizing marketing efficiencies and driving sharper audience targeting.

Netflix, which has been steadily expanding its India content slate across languages and genres, is also believed to be aligning its media strategy more closely with its evolving business priorities, including ad-supported tiers and deeper regional engagement. 

Industry observers note that India remains a critical growth market for the streamer, despite pricing pressures and stiff local competition.

Wavemaker had been handling the Netflix account for several years, managing integrated media duties across channels. Neither Netflix nor Wavemaker responded to queries. 

Media pitches of this scale are often closely watched within the advertising industry, as they not only determine large billings but also reflect broader shifts in client expectations and agency capabilities. “This is not just about cost efficiencies anymore; it’s about data, tech integration, and measurable outcomes,” said another industry executive.

The outcome of the pitch is expected in the coming months, following multiple rounds of presentations and strategic evaluations. For agencies in the fray, the mandate represents a high-profile win opportunity in a category that continues to command significant consumer attention and advertising investments.

As the OTT wars intensify, Netflix’s media realignment could set the tone for how global streaming giants approach marketing in one of the world’s most dynamic and price-sensitive markets.