Netflix bets on high-profile shows, films to attract Indian consumers amid rising competition

Shah Rukh Khan's Red Chillies Entertainment is producing Aryan Khan's Bollywood-themed series on Netflix (Image: Netflix)

Netflix unveiled a slew of high-profile movies and television series in India on February 3, as the streaming platform looks to strengthen its offerings amid rising competition in the country's video streaming market.

These announcements were part of Netflix India's 2025 content slate, which features 25 titles, including new releases and returning seasons of popular television series. The lineup includes six movies, 14 series, and five unscripted titles spanning genres such as drama, romantic comedies, action, and thrillers, among others.

Among the prominent projects is a Bollywood-themed series created and directed by Aryan Khan, the son of Bollywood superstar Shah Rukh Khan. Netflix partnered with Khan's production house, Red Chillies Entertainment, for the project in November 2024.

The series, titled The Ba***ds of Bollywood, will be produced by Gauri Khan. The series will blend self-aware humor with a high-stakes narrative about an ambitious outsider and his friends navigating the larger-than-life yet uncertain world of Bollywood, featuring several celebrity cameos, the company said.

Jewel Thief: The Heist Begins, a high-stakes drama film from director Siddharth Anand, is headlined by prolific actors Saif Ali Khan and Jaideep Ahlawat. Meanwhile, Nadaaniyan will mark the acting debut of Ibrahim Ali Khan, the son of Saif Ali Khan, and also stars Khushi Kapoor.

An unscripted series, Dining With The Kapoors will aim to provide a sneak peek into the lives of Bollywood’s first family, featuring Randhir Kapoor, Karisma Kapoor, Kareena Kapoor Khan, Saif Ali Khan, Neetu Kapoor, and Ranbir Kapoor. Directed by Smriti Mundhra of Indian Matchmaking fame, the series will explore the family's love for food and relationship with cinema.

Netflix's first Telugu original

Netflix also announced its first Telugu original series, Super Subbu, a comedy-drama; and a Tamil cricket drama film titled Test, featuring popular actors such as Nayanthara, R. Madhavan, and Siddharth.

"In 2025, we're redefining storytelling by pushing creative boundaries like never before, delivering an unparalleled variety of world-class entertainment. From dreamy romcoms and high-stakes dramas to action-packed thrillers, beloved fan-favorite franchises, and laugh-out-loud comedies, there’s something for everyone" said Monika Shergill, Vice President - Content, Netflix India.

Read: Netflix India's profit jumps 49% in FY24; Revenue up 30%

Among the returning series are the third seasons of the comedy show The Great Indian Kapil Show and the crime drama Delhi Crime; the second seasons of the crime drama Rana Naidu and the crime thriller Kohrra; and a new season of the cop franchise Khakee, titled Khakee: The Bengal Chapter, that was announced in February 2024.

Netflix also unveiled the next titles from its partnership with the production studio Yash Raj Films (YRF) - Akka, a tale of gangster queens featuring Radhika Apte and Keerthy Suresh; and Mandala Murders, a crime thriller series that was first announced in February 2024.

Other marquee titles include Dharmatic Entertainment's romantic drama film Aap Jaisa Koi; Bhumi Pednekar, Ishaan Khatter-starrer romantic comedy series The Royals; Rajkummar Rao, Sanya Malhotra-starrer comedy film Toaster; and Emmy-winning comedian Vir Das's latest comedy special Vir Das Fool Volume.

WWE programming with Hindi commentary

Netflix stated that it also plans to offer World Wrestling Entertainment (WWE) programming, including RAW, NXT, SmackDown, and Premium Live Events, to its Indian subscribers in the coming months, with Hindi commentary.

The streaming platform secured exclusive rights to WWE content for 10 years in a $5 billion deal in January 2024. This programming is currently available in select countries, including the United States, Canada, the United Kingdom, and Latin America.

Sony Pictures Networks India currently owns the media rights to WWE content in India, which is set to expire in March 2025.

Read: Drama of sport: Why Netflix is spending $5 billion to buy WWE programming rights

India key for Netflix's future growth

These announcements come as India emerges as an increasingly important market for Netflix's future growth, amid a rising appetite for digital content among consumers in the world’s second-largest internet market.

In July 2024, the streaming platform said India was the second-largest market in terms of paid subscriber additions and the third largest in terms of revenue growth percentage for the second quarter of 2024, without disclosing the numbers.

Netflix co-CEO Ted Sarandos has previously said that India is a "big prize" because it has an enormous population of entertainment-loving people.

Last month, Netflix reported adding 4.94 million subscribers in the Asia-Pacific region, which includes India, during the fourth quarter of 2024. This takes the service's subscriber base in the region to 57.5 million. While Netflix doesn't provide country-wise breakup of its paid member base, the service has around 15 million subscribers in the country, according to industry estimates.

That said, Netflix will face stiff competition from India's largest media conglomerate JioStar, which houses two of the country's top streaming services - JioCinema and Disney+ Hotstar.

Online retail giant Amazon also recently bolstered its streaming presence in the country, by merging two ad-supported streaming services - Amazon miniTV and MX Player - into a single entity called Amazon MX Player. Amazon had acquired certain assets of MX Player, including its apps and select content from its library in June 2024. The combined service has over 250 million unique users in India.

Last week, Amazon MX Player unveiled a content slate of over 100 new shows for the year 2025. This will include 40 new Hindi originals and returning seasons of prominent TV series.

Apart from Amazon MX Player, Amazon also operates Prime Video, a subscription-based streaming service which is bundled with its Prime offering. Other prominent players in the market include ZEE5, Sony LIV, and Apple TV+.

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