Netflix Invests $2B, JioStar Pledges ₹33K Cr for India’s Content Economy

India’s media and entertainment economy just stepped into a new league. At the inaugural World Audio Visual and Entertainment Summit (WAVES), two heavyweight announcements made it clear: India is no longer just a content consumer — it’s a global creator.

Netflix Backs India with $2 Billion Investment

In a significant move, Netflix Co-CEO Ted Sarandos revealed that the streaming platform has injected $2 billion (₹16,700 crore) into India between 2021 and 2024. The investment, he said, not only powered over 20,000 creative jobsbut also generated a global appetite for Indian content.

Indian Stories Find Global Viewership

“In 2024 alone, Indian content was streamed for nearly 3 billion hours globally,” Sarandos told a packed hall. “That’s around 60 million hours every week — and every single week, an Indian title appeared on Netflix’s global Top 10.”

Netflix has released 150 original titles in India, shot across 90 cities, nurturing diverse regional narratives. Sarandos compared India’s moment to South Korea’s breakout success with Squid Game, calling Indian storytelling “vibrant, deep-rooted, and ready for global impact.” 

Streaming and Theatres Can Coexist

Sarandos also dismissed the idea that streaming is replacing cinemas. “Cinemas aren’t obsolete. In India’s vast market, streaming and theaters complement each other, driving broader access and deeper engagement,” he said.

JioStar to Invest ₹33,000 Crore in FY26 to Supercharge Local Content

In a parallel session, Uday Shankar, Vice Chairperson of JioStar — the high-profile joint venture between Viacom18 (Reliance) and Disney India — announced that the company will invest ₹33,000 crore in FY2025-26 to expand its Indian content playbook.

Over $10 Billion Invested in Three Years

“We’ve committed more than $10 billion (₹83,000 crore) over just three years,” said Shankar. “This is not about buying global formats. It’s about scaling Indian stories for Indian audiences — across every screen and language.”

Shankar, also co-founder of Bodhi Tree Systems, emphasized that both investment and revenue strategies are India-first. He underscored the need to shift from conventional monetisation models toward scalable, innovative frameworks that can compete with global players.

A Call to Rethink Monetisation Models

“Subscription and traditional ad-based models are outdated,” Shankar asserted. “If we want Indian media companies to achieve Netflix- or Tencent-level valuations, we must innovate how we monetise content.”

Bharat: The Next Growth Frontier 

Shankar pointed to Tier-II, Tier-III, and Tier-IV cities as the real growth zones for India’s media future.

Empowering Small-Town Businesses to Advertise

“India’s brand-building journey is still in its first phase. We’ve been relying on the same advertisers for decades. If we enable local businesses to access the media economy, we can double the market within five years,” he said.

Vivek Couto, Managing Director at Media Partners Asia, echoed the optimism. He valued India’s media sector at $30 billion, compared to $200 billion in the US and $75 billion in China, but highlighted India’s unparalleled growth momentum.

India’s Content Engine Is Just Getting Warmed Up

With WAVES serving as a global spotlight, both Netflix and JioStar sent a strong message: India’s storytelling economy is no longer in the shadows. From job creation and production scale to monetisation reforms and rural advertising expansion, the ecosystem is ready to lead — not follow.

India isn’t just riding the content wave. It’s starting one.