When Netflix took a bet on appointment viewing, Bhansali, and games

2024 has been a remarkable year for Netflix India. In a detailed press note, Netflix India said it was a year that redefined storytelling for the platform with titles like Heeramandi: The Diamond Bazaar, Laapata Ladies, IC 814: The Kandahar Hijack, Imtiaz Ali’s Amar Singh Chamkila etc.

Appointment viewing, comedy and franchise 

Monika Shergill, Vice President of Content at Netflix India, also reflected on the OTT platform's 2024 journey. The content head spoke about the genres and shows/movies that stood out this year. 

The standout genre this year was comedy according to Shergill. She said "The Great Indian Kapil Show with its second season became a weekly habit for families with the format of appointment viewing being introduced in the world of OTT."

The platform stated that other comedy successes included Maamla Legal Hai and Tribhuvan Mishra: CA Topper, while Vir Das announced a much-anticipated return with his signature with an upcoming special. It said Indian comedy titles dominated Netflix's Global Top 10 for TV and Film (Non-English), with five originals trending worldwide, demonstrating the universal appeal of Indian humour.

Netflix India also released its first franchise film Phir Aayi Haseen Dilruba.

Shalini Passi, Sanjay Leela Bhansali and pop-culture

According to Netflix India, this year’s standout production, Sanjay Leela Bhansali’s Heeramandi: The Diamond Bazaar, was a masterpiece of visual storytelling and was released in 13 languages across the globe. The period drama also inspired trends in music, fashion, and social media, with its regal costumes shaping fashion collections and folk music gaining renewed popularity. On the other hand, viral fan theories, memes, and scene recreations generated widespread discussions, while characters such as Shalini Passi from Fabulous Lives Vs Bollywood Wives became household names.

Non-fiction storytelling was also appreciated with titles such as Modern Masters: SS Rajamouli, Nayanthara: Beyond the Fairytale, and Fabulous Lives Vs Bollywood Wives achieving remarkable success, and Yo Yo Honey Singh: Famous adding to the lineup.

The platform said they continued to empower regional languages like Tamil, Telugu, and Malayalam, through gripping dramas, thrilling mysteries, impactful documentaries, and movies.

Games and other innovations

Apart from appointment viewing, the platform also introduced a screen-first format for Ananya Pandey’s CTRL, and interactive content (game) such as LUDO King. They also introduced ‘Moments’- a feature that allows fans to relive iconic scenes, by saving them hence, enhancing audience engagement.

“As we look to 2025, Netflix India remains committed to pushing creative boundaries, forging impactful partnerships, and championing diverse voices. With an unwavering focus on delivering transformative entertainment experiences, we are poised to celebrate another year of stories that transcend borders and connect audiences globally,” says Shergill.