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@article{201152,
        author = {Sanika Pendse and Vaibhav Thakare},
        title = {Content Strategy and Market Challenges: A Case Study of Netflix in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {4562-4566},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=201152},
        abstract = {The current paper focuses on the main problems that Netflix faced while expanding its influence and attracting subscribers in India. Despite being a leading OTT platform globally, Netflix experienced many difficulties operating in a competitive and heterogeneous Indian market. The OTT market in India expanded due to improved internet connection, cheaper data prices, and the popularity of digital content. At the same time, the competition became higher with the emergence of local platforms that provide their services through affordable rates and regional content. The main goal of the study is to evaluate whether the global strategy used by Netflix was effective for the Indian market. For achieving the objective, the research was performed qualitatively using the available literature, such as FICCI-EY reports, Netflix investor reports, and articles published in Reuters and Forbes. Various analytical techniques were utilized in the research process, including SWOT analysis, PESTLE analysis, and Porter's Five Forces. The results indicate that the high price of Netflix, its limited reach in regional markets, and competition from local players have hampered its growth in India. In conclusion, it can be said that in order to sustain itself, Netflix must pay greater attention to local content and dynamic pricing strategies.},
        keywords = {Competition analysis, Indian Media Industry, Indian OTT Market, Netflix, Pricing Strategy, Regional Content},
        month = {May},
        }