{"id":9094,"date":"2022-04-18T15:33:19","date_gmt":"2022-04-18T15:33:19","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=9094"},"modified":"2022-04-18T15:33:19","modified_gmt":"2022-04-18T15:33:19","slug":"cappuccino-or-chai-the-netflix-india-conundrum","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-opinions\/cappuccino-or-chai-the-netflix-india-conundrum\/","title":{"rendered":"Struggling to Win Subscribers in India &#8211; The Netflix India conundrum"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9094\" class=\"elementor elementor-9094\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eeb186e elementor-widget elementor-widget-image\" data-id=\"eeb186e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"418\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Netflix-and-Chill-cover-image-1.jpg\" class=\"attachment-full size-full wp-image-9098\" alt=\"struggling netflix\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Netflix-and-Chill-cover-image-1.jpg 800w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Netflix-and-Chill-cover-image-1-300x157.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Netflix-and-Chill-cover-image-1-768x401.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e72db1f elementor-widget elementor-widget-text-editor\" data-id=\"e72db1f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cb21d94 elementor-widget elementor-widget-text-editor\" data-id=\"cb21d94\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Netflix is struggling to win subscribers in India.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Industry estimates put its subscriber base between 4.3mn and 4.5mn (compared to its rivals Disney+Hotstar ~36mn and Amazon Prime ~17mn).\u00a0Clearly, the 6+ years Netflix has spent in India has not led to commensurate growth. Co-CEO Reed Hastings, in the latest quarterly earnings call, said that it was \u201cfrustrating,\u201d that they haven\u2019t been \u201csuccessful in India.\u201d\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">A lot of theories have been put forward to explain Netflix&#8217;s struggle \u2013 high pricing, a flawed distribution strategy, and niche content strategy, to name a few.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">And yet, by one measure, Netflix is sitting pretty. It has the highest ARPU in the Indian OTT streaming category according to industry estimates. This allows Netflix, even with a low subscriber base, to make substantial annual revenue.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">So why is Reed Hastings \u2018frustrated\u2019?<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Because Netflix wants to grow its subscriber base in India, and that has eluded them so far.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">What could be the reason why this is happening?\u00a0 <\/span><span style=\"font-weight: 400;\">And why is the way forward for Netflix in India not very clear? <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The answer lies in Cappuccino.<\/span><\/p><p><span style=\"font-weight: 400;\">Before we start brewing the answer, let us look at some of the major reasons why Netflix is struggling to grow its subscriber base in India.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8445800 elementor-widget elementor-widget-text-editor\" data-id=\"8445800\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b><i>Pricing &#8211; If you must ask the price, you can\u2019t afford it<\/i><\/b><\/p><p><span style=\"font-weight: 400;\">Netflix has the highest subscription fee amongst its competitors. Ever since launching, Netflix insisted on sticking to its high subscription fee, even in the face of competitors who were much cheaper.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Until Netflix caved in quite recently, under pressure to increase penetration. In December 2021, Netflix slashed its rates across the board (nearly 25%) and introduced a single screen (mobile or tablet) entry pack costing Rs. 149\/month.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">And yet, Netflix offerings are amongst the costliest of OTT options in India.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">This point was driven home by Amazon Prime, which increased its prices across the board by 40-50% on the EXACT same day Netflix announced its price slash, and still ended up cheaper than comparable Netflix price plans.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e022c77 elementor-widget elementor-widget-image\" data-id=\"e022c77\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"495\" height=\"383\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Netflix-fee-image-.png\" class=\"attachment-full size-full wp-image-9100\" alt=\"struggling to win subscribers netflix\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Netflix-fee-image-.png 495w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Netflix-fee-image--300x232.png 300w\" sizes=\"(max-width: 495px) 100vw, 495px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">struggling to win subscribers netflix<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9a83f3e elementor-widget elementor-widget-text-editor\" data-id=\"9a83f3e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">All this is even before we consider India\u2019s other unique price threat to Netflix. Cable TV. Indian cable TV prices are amongst the lowest globally, averaging about $3. This is a threat to all the OTT players, but affects Netflix especially because their prices are so high to begin with.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Next comes YouTube, with its freemium model, which makes a massive amount of free content available across multiple screens.\u00a0<\/span><\/p><p><b><i>Content \u2013 Focused on India, but perhaps not Bharat<\/i><\/b><\/p><p><span style=\"font-weight: 400;\">Over the last 6 years, Netflix has followed a mostly premium content strategy in India.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">It has produced a number of India originals, but almost all of them have been targeted towards a Metro Tier 1 audience. For instance, of the 97 original pieces of Indian content Netflix has made till date, less than 10 are in regional languages other than Hindi. On the other hand, Amazon Prime has a healthy mix of Hindi and regional language content. And Disney+Hotstar has all the regional content from Star TV network.\u00a0\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Almost all of the major content successes for Netflix seem to be driven by Tier 1 audiences with global tastes.\u00a0Netflix India VP of content, Monika Shergill, admitted as much in Nov 2021, when she pointed to a\u00a0nearly 400% uptick in viewing of Korean content, a massive\u00a0take up of Spanish programming, and a 250% increase in international nonfiction and unscripted content viewing, in recent times, on Netflix India.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Meanwhile, with the breakdown of language barriers facilitated by subtitling and dubbing, Indian regional language content is gaining more and more popularity in India. The recent successes of movies like Baahubali and Pushpa are great examples of this. No national OTT player can afford to ignore regional language content and programming if they want to survive in the long run.<\/span><\/p><p><b><i>Services \u2013 Come for the goodies, stay for the video<\/i><\/b><\/p><p><span style=\"font-weight: 400;\">Both of Netflix\u2019s major rivals \u2013 Amazon Prime and Disney+Hotstar, have a major advantage over Netflix &#8211; diversification.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">What both Disney+Hotstar and Amazon Prime are trying to solve for, besides penetration, is repertoire behaviour. Content consumption (whether video, news, information, or music) is an inherently repertoire behaviour, with consumers conditioned to turn to multiple sources to satisfy their needs. This naturally increases the threat of churn. So these two major platforms are trying in their own way to increase the \u201ctime spent on platform\u201d, by ensuring that customers do not have many reasons to leave the platform.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Disney+Hotstar has live streaming of sports, including IPL and EPL, news, and wholesome family entertainment from the Disney library in the form of cartoons and animated movies. Coming from the stable of Star network, it also has a huge selection of channels catering to the diverse viewing demands of Indians. This provides a great entry point for new consumers who come from entrenched cable TV viewing behaviour. This helped Hotstar to not only attract entirely new customers, but also upgrade existing cable TV viewers. From saas-bahu serials to Succession, from sports to soap operas, Disney+Hotstar offers a wide buffet of content choices.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Amazon Prime, on the other hand, has an entire adjacent e-commerce play with next day shipping and better discounts. Discounted content consumption and e-commerce feed each other, helping Amazon create a \u201cwalled garden\u201d designed to keep consumers within the Amazon ecosystem.<\/span><\/p><p><span style=\"font-weight: 400;\">On the other hand, Netflix has none of this.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Yes, this means that all of Netflix\u2019s consumers are there to watch Netflix content. And with the world class UI\/UX and global content Netflix provides, this works well for the current audience. But this focus also reduces the number of levers Netflix has to drive penetration and solve for repertoire behaviour, thus increasing Netflix\u2019s struggle to grow its consumer base.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">There is also an added danger. Premium global services like Apple TV can potentially fragment this consumer base further, thus weakening Netflix\u2019s hold.<\/span><\/p><p><b><i>Distribution \u2013 Have data, will stream<\/i><\/b><\/p><p><span style=\"font-weight: 400;\">Netflix launched in India in September 2016. The same month, another revolution launched in India, which was soon to have a major impact on the future of all Indian OTT players. Reliance launched Jio, forever democratising data in India and laying a bridge for all content and media companies to reach millions of Indian consumers who so far had been digitally starved.\u00a0\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Other OTT channels, especially Amazon Prime and Disney+Hotstar, quickly realised that this was an amazing way to drive adoption, especially amongst Tier2\/3 cities, and moved fast to offer bundling services with telecom operators. Telco subscribers got OTT subscriptions for free, thereby greatly increasing the distribution of these OTT players.\u00a0\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">However, Netflix remained strangely serene during all this frenzy, not bothering to bundle up with any Telco. This impacted Netflix\u2019s ability to reach the next 100mn customers, especially during the early years when Amazon Prime and Disney+Hotstar consolidated their position.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Recently Netflix seems to have woken up, offering bundling services with Vi and Jio post-paid plans, but it may be a case of too little, too late.<\/span><\/p><p><b><i>Netflix \u2013 Cappuccino over Chai<\/i><\/b><\/p><p><span style=\"font-weight: 400;\">Now it\u2019s finally time to explain what we meant when we said the answer lies in Cappuccino.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">With its high pricing and premium content strategy, Netflix has always targeted the Cappuccino Crowd, those who demand differentiation and convenience and are willing to pay a premium for it. These are the digital native consumers who are comfortable buying everything they need online and relish in \u2018discovering\u2019 new D2C brands. They don\u2019t see convenience premium as a necessary evil, they see it as a price of admission to their lifestyle.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Across the world, Netflix has excelled at building relationships with these customers. These are the same customers that made \u2018Netflix and chill\u2019 a catchphrase. In India, Netflix has their finger on the pulse of this crowd, and its communications and content strategy is clearly targeted towards them.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">The Cappuccino Crowd is aspirational, has stronger global tastes and higher standards of evaluation than any other segment, and is willing to pay a premium price to acquire what they want. This is what drove the uptick in global content viewing on Netflix platform.<\/span><\/p><p><span style=\"font-weight: 400;\">What does all this mean?\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">This means that Netflix has not failed in \u2018cracking\u2019 the Indian market. It just has cracked a smaller base of consumers. And it has managed to do that beautifully well.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">It has decoded what makes the Cappuccino crowd tick, and has become adept at serving them. In the process, for a very long (and perhaps, very crucial) time, they ignored the next 100mn customers in India. What we may arguably call the Chai crowd of India.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">And therein lies the story of Netflix\u2019s high ARPU, low subscriber conundrum.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Ok, but then why is the way forward for Netflix not very clear?\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Because\u2026<\/span><\/p><p><b><i>Netflix can\u2019t just chill<\/i><\/b><\/p><p><span style=\"font-weight: 400;\">On almost every major penetration lever (pricing, content, and distribution), Netflix is currently lagging behind its competition. Granted, it has started to make some progress on all of these. Netflix slashed prices, started investing more in original regional cinemas and dubbed content, introduced games as a means to improve engagement and time spent on platform, and partnered up with Telcos.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">However, Netflix may need to answer a more fundamental strategic question for itself first.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">What does it want from India?\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Should it focus on keeping and growing its current subscriber base and optimizing revenue from them? Or should it try to expand its penetration (at the cost of lower ARPU) in the quest for higher subscription growth?<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">These questions are not easy to answer. Netflix also needs to realise that global brand building playbooks rarely apply in India and they will need to craft one specifically for India.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Netflix needs to decide whether it wants to drink Cappuccino or Chai. Or both. These are not easy decisions to make.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">We would love to know what you think Netflix should do. Let us know your thoughts at\u00a0<\/span><a href=\"mailto:freeflowing@winnerbrands.in\"><span style=\"font-weight: 400;\">freeflowing@winnerbrands.in<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Netflix is struggling to win subscribers in India.\u00a0\u00a0Industry estimates put its subscriber base between 4.3mn and 4.5mn (compared to its rivals Disney+Hotstar ~36mn and Amazon Prime ~17mn).\u00a0Clearly, the 6+ years Netflix has spent in India has not led to commensurate growth. Co-CEO Reed Hastings, in the latest quarterly earnings call, said that it was \u201cfrustrating,\u201d [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":9096,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Struggling to Win Subscribers in India - The Netflix India conundrum - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Netflix is struggling to grow its subscriber base in India. 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