Kapil Sharma is quitting TV forever and taking his show to Netflix
Even though 90% of his audience is on TV and not on OTT
But why is he ditching his biggest audience?
THREAD: How Netflix is leveraging Kapil to make India its biggest market & what’s in it for him🧵
Even though 90% of his audience is on TV and not on OTT
But why is he ditching his biggest audience?
THREAD: How Netflix is leveraging Kapil to make India its biggest market & what’s in it for him🧵
Over the last 2 yrs, Netflix has improved its content in India, tried to make it more India focused & filled up the library with the biggest blockbusters.
And despite trying all this, Netflix is not as successful in India as it wanted to be.
It is going through stagnancy.
And despite trying all this, Netflix is not as successful in India as it wanted to be.
It is going through stagnancy.
They’ve come to understand that the problem isn’t with the content, but with the way they are thinking about OTT.
What do you think is OTT’s current value proposition in India?
It is giving you content that can be watched alone on your personal devices.
What do you think is OTT’s current value proposition in India?
It is giving you content that can be watched alone on your personal devices.
This approach was great when the foundation for OTT was being laid in India.
Because the Indian market is primarily mobile-first.
Most TVs are not smartTVs and the best way for OTTs to reach masses was to create content to cater to this mobile-first audience.
Because the Indian market is primarily mobile-first.
Most TVs are not smartTVs and the best way for OTTs to reach masses was to create content to cater to this mobile-first audience.
But because of this, OTT has become extremely individualistic.
And Netflix has seen that the individualistic route alone isn’t one that would make it a hit in India.
So, how do you solve for it?
Make people watch Netflix with their families!
And Netflix has seen that the individualistic route alone isn’t one that would make it a hit in India.
So, how do you solve for it?
Make people watch Netflix with their families!
That’s why they are turning their focus towards family content.
If the entire family watches Netflix, there’s less chance of churn because someone in the family is watching.
But the hardest aspect of executing this will be the smartTV or internet TV penetration in India.
If the entire family watches Netflix, there’s less chance of churn because someone in the family is watching.
But the hardest aspect of executing this will be the smartTV or internet TV penetration in India.
It is growing because of increasing smartTV sales (of course), but also because of D2H conversion to internet devices like TataSky’s Binge, Airtel Xstream etc. and firestick, chromecast etc.
But for OTTs to become totally mainstream, we need to grow even further!
But for OTTs to become totally mainstream, we need to grow even further!
And who better than Kapil Sharma to entertain your entire family?
Kapil is the biggest pull factor in Indian TV.
With him on Netflix, a lot of households will start thinking about buying the subscription.
Kapil is the biggest pull factor in Indian TV.
With him on Netflix, a lot of households will start thinking about buying the subscription.
And remember how churn is one of Netflix’s biggest problems?
Kapil’s show also solves for that.
This will be a weekly show (which is very unlike Netflix to do this).
So, people might not cancel the subscription in anticipation of the next episode.
Kapil’s show also solves for that.
This will be a weekly show (which is very unlike Netflix to do this).
So, people might not cancel the subscription in anticipation of the next episode.
All this is well and good, but what’s in it for Kapil?
Surely there must be some huge incentive for him to leave his TV audience, right?
You see, Netflix offers more creative control to artists, so that monotony doesn’t set in and content quality isn’t affected.
Surely there must be some huge incentive for him to leave his TV audience, right?
You see, Netflix offers more creative control to artists, so that monotony doesn’t set in and content quality isn’t affected.
It gives them that room for experimentation unlike TV.
For years, Kapil & his team were stretched beyond their capacity because of the demands of TV broadcasting.
If a character or show works well on TV, the channels tried to excessively exploit it to milk higher TRPs.
For years, Kapil & his team were stretched beyond their capacity because of the demands of TV broadcasting.
If a character or show works well on TV, the channels tried to excessively exploit it to milk higher TRPs.
They end-up making it stale — both for the audience and the artists.
Netflix, on the other hand, is known for being a creator-first platform and offers more artistic freedom.
Because Netflix understands that it’d only do well if the content is great.
Netflix, on the other hand, is known for being a creator-first platform and offers more artistic freedom.
Because Netflix understands that it’d only do well if the content is great.
It doesn’t sell ads unlike TV.
And, of course, the biggest reason for Kapil to switch is — MONEY.
There’s no way Netflix hasn’t splurged on Kapil to convince him and bring him on the platform along with his loyal audience.
And, of course, the biggest reason for Kapil to switch is — MONEY.
There’s no way Netflix hasn’t splurged on Kapil to convince him and bring him on the platform along with his loyal audience.
And you know what? Kapil’s show won’t just benefit Netflix externally.
Its talk show format has the ability to become that base which generates higher engagement on other movies and shows.
Its talk show format has the ability to become that base which generates higher engagement on other movies and shows.
Netflix will use the weekly show to launch new movies and shows to make people aware of them.
If something old on Netflix is becoming a hype in India, it can drive even more engagement towards it.
If something old on Netflix is becoming a hype in India, it can drive even more engagement towards it.
Earlier on Sony, other OTTs were promoting their movies on Kapil and that used to be most people’s first awareness point about the movie.
Now, Netflix will completely own this huge awareness generator and can potentially monopolise over it.
Now, Netflix will completely own this huge awareness generator and can potentially monopolise over it.
What do you think will happen?
Did Kapil Sharma make the right call to quit TV and Netflix made the correct decision by getting him on?
Did Kapil Sharma make the right call to quit TV and Netflix made the correct decision by getting him on?
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