Netflix has partnered with Pocket Aces’ content studio, Dice Media, to create scripted shows for subscribers, starting with the second season of Dice Media’s production, ‘Little Things’. The show’s first episode garnered 10 million views. Netflix is yet to announce a release data; a comedy series is also planned with Dice Media.
Netflix’s India presence
Netflix, which has always stated that the Indian market is ‘full of potential’ has been increasing the number of Indian originals, the first of which was Lust Stories followed by Love Per Square Foot and most recently Sacred Games. More shows are on the deck; Radhika Apte starrer Ghoul is slated for release next month. As Netflix doesn’t release any viewership data, it isn’t decisively knows how these shows are performing although social media would indicate a positive indication. This approach is essential for the video streaming platform which has been in India for two years, and is facing competition from Amazon Prime and Hotstar, among some 30 (per ET) others.
Amazon Prime had an edge over Netflix even though it was launched a year later. Amazon’s existing consumer base from their e-commerce platform evidently helped, and so did its substantial Indian content. The availability of lndian content has paid off for Hotstar as well, which also has both free and paid subscription-only content. As CNBC reports, Hotstar is outperforming Netflix at the moment.
Web series have mushroomed rapidly in the past few years, with channels such as Dice Media and The Viral Fever, with content focused on urban youth. These channels have a substantial and consistent audience owing to increasing internet consumption and availability of cheap data.