Hyderabad trumps Bengaluru as Netflix’s choice for new creative technology hub in India

In a significant move underscoring India’s growing importance in the global entertainment landscape, streaming behemoth Netflix is establishing a new global capability centre (GCC) in Hyderabad.

The 40,000 sq ft facility, located in the city’s HITEC City, marks Netflix’s second major operational base in the country after its Mumbai headquarters and is poised to become a pivotal hub for its global post-production and technology efforts.

The expansion, as reported by TOI, signals a strategic deepening of Netflix’s commitment to India, leveraging the country not just as a vast content market but as a critical centre for technical innovation and creative backend support. The new centre is expected to play a central role in supporting the platform’s worldwide operations.

Hyderabad’s allure as a creative tech corridor 



The choice of Hyderabad over other Indian tech centres like Bengaluru highlights the city’s emergence as a preferred destination for global digital enterprises. According to the TOI report, the decision was influenced by the region’s robust digital infrastructure, skilled workforce and the Telangana government’s industry-friendly policies.

The city’s established ecosystem for animation and visual effects (VFX), coupled with a comparative affordability to other metros, presented an ideal environment for Netflix’s tech-driven ambitions. Hyderabad already hosts multiple world-class VFX studios, making it a natural fit for the streaming giant’s new operations.

The move has sparked commentary on social media, with some users on X expressing surprise at the selection of Hyderabad over Bengaluru. Some observers noted that while Bengaluru remains a titan of tech innovation, Hyderabad is rapidly catching up, with its superior quality of life and fewer infrastructural challenges tipping the scales in its favour for such expansions.

A hub for post-production and VFX excellence 



The Hyderabad GCC will primarily function as a nerve centre for post-production and VFX-related tasks for Netflix’s vast array of global and regional projects. The facility will reportedly focus on integrating advanced technology in editing, animation and rendering, aiming to streamline the content pipeline and enhance creative output.

The office itself is designed for high-tech collaboration, featuring modern post-production facilities, soundproof editing suites and high-speed data servers. It will include dedicated creative zones for artists and engineers and is equipped with advanced security systems to manage valuable content, supporting hybrid work modes.

Catalyst for employment and industry growth 



This expansion is anticipated to generate substantial employment opportunities for skilled professionals in fields such as animation, VFX, data analytics and IT operations. The establishment of a global player like Netflix is expected to act as a catalyst, attracting further international collaborations and investment into the city’s entertainment technology sector.

Industry insiders believe the move will encourage other streaming (OTT) and media tech firms to strengthen their presence in Hyderabad, further cementing the city’s reputation as a creative technology hub.

The development aligns with the Telangana government’s sustained push to position Hyderabad as a premier destination for innovation and entertainment, a vision that has already attracted giants like Amazon, Google and Apple.

A two-pronged Indian strategy 



Netflix’s Indian operations are now strategically split between two key cities. The Mumbai office continues to serve as the national headquarters, primarily handling content acquisition, original productions and marketing.

In contrast, the Hyderabad centre will concentrate on the technical and creative backend work, creating a complementary structure where one hub drives business strategy and the other powers technology and innovation.

This two-city model allows Netflix to optimise its resources and tap into distinct talent pools across the country. As reported by TOI, this decentralisation is part of a broader corporate effort to enhance efficiency and foster technical innovation, enabling the company to scale faster in emerging markets while maintaining its creative quality worldwide.

A validation of India’s production prowess 



The opening of the Hyderabad GCC reinforces India’s ascent as a global production and post-production hub. The country’s blend of technical expertise, creative talent and cost efficiency offers immense value to international media conglomerates.

Netflix’s new centre is designed to integrate seamlessly into its global workflow, providing crucial support for projects across numerous languages and genres and solidifying India's role as an indispensable link in the chain of global entertainment.