Is Netflix Losing Subscribers in India? Real Numbers, Real Reasons

The talk around Netflix losing subscribers in India has started to heat up. If you’ve ever struggled to pick something to watch, you might wonder if others have just given up entirely. Everyone’s watching their wallets more closely, plus there’s fierce competition from every corner—Disney+ Hotstar, JioCinema, Amazon Prime. Some say Netflix is too pricey, others claim it just doesn’t get what Indians actually want to see.

But if you peel back the headlines, the picture gets more interesting. Sure, Netflix made headlines last year when its global subscriber numbers dipped for the first time in over a decade. In India though, things are a bit messier. The company slashed prices for its basic mobile plan (remember when it dropped to Rs 149?) trying to pull in more young users. The bet was simple: hook people with Bollywood hits, originals like 'Delhi Crime', and big-budget Telugu films, then keep them paying month after month.

Subscriber growth in India keeps flipping between hope and frustration for Netflix. If you’re thinking about which streaming app to keep, you’re not alone—most people juggle two or three, cancelling and re-subscribing as new shows arrive. So, is Netflix really losing ground, or is it just figuring out what makes viewers in India tick? The answer isn’t as simple as it looks.

• What’s Actually Happening With Netflix in India?
• Subscriber Numbers: Growth or Decline?
• Why Are People Leaving (or Staying)?
• How Indian Movies and Series Shape the Game
• Battle of the Streaming Services: Netflix vs Others
• Tips to Get the Most from Netflix in India

What’s Actually Happening With Netflix in India?

If you've seen the buzz on social media, people love to debate whether Netflix is winning or losing in India. But the truth is, the platform’s journey here has been far from smooth. Netflix launched in the country back in 2016 with big dreams, but things haven’t quite exploded as planned. India's streaming market is huge, but it’s also packed with local and global apps, all fighting for your time and money.

One thing's clear—Netflix India has been tweaking its approach like crazy. In 2022, they cut mobile plan prices by 60%, hoping more young people would sign up. The 'Basic Mobile' tier, which dropped to just ₹149 per month, was a bold move. Still, even with this price cut, the overall subscriber numbers aren’t close to rivals. For example, Disney+ Hotstar boasts over 40 million paid users in India, while the last reported number for Netflix is around 8 million.

Here's a quick look at recent subscriber numbers as of late 2024:

So why isn't Netflix dominating? Content and cost play a big part. Indian viewers often prefer local movies and shows, which Netflix was slow to invest in. In 2023 and 2024 though, Netflix ramped up its original Indian content, dropping hits like 'Guns & Gulaabs' and regional films straight to streaming. Still, many people feel other platforms offer more for less, especially with live cricket, which Netflix doesn’t have in its lineup at all.

There’s also the habit of account sharing. Until early 2024, a lot of people split one Netflix account with friends or family. But Netflix started cracking down, asking viewers to pay extra for sharing. That led to some people dropping the platform altogether, especially students and young professionals who don’t want to pay full price for solo accounts.

The bottom line? Netflix isn’t losing subscribers at a scary rate, but it’s growing slower than the competition. The company is hustling to keep up, constantly changing its content and pricing to try and win more Indian fans.

Subscriber Numbers: Growth or Decline?

So, how’s Netflix actually doing in India? Here’s the straightforward answer: things look better than they did a couple of years ago, but not so great compared to local rivals. If you check Netflix’s own 2024 earnings reports, they said India added more subscribers in the last eighteen months than any previous period. Industry insiders estimated around 8 million paid Indian accounts as of early 2025, up from about 5.5 million in 2022. That’s nearly a 45% jump, which is decent on paper.

But it’s not all smooth sailing. Platforms like Disney+ Hotstar and JioCinema are still way ahead. Disney+ Hotstar boasted over 40 million subscribers, thanks to live cricket and cheaper plans. And JioCinema, which bagged IPL rights and rolled out lots of free local content, has taken a big bite out of the market. Compared to these numbers, Netflix’s slice feels small, especially for a global giant.

The price cuts that Netflix made in 2022 did help, especially with their mobile-only plan, which was a big hit among students and those just wanting to binge Bollywood on their phones. But there’s another side. Netflix’s subscriber growth has these ups and downs: they see a boost when a hit series drops, then a dip when there’s nothing fresh. People sign up for a month, finish a show, and cancel until something new arrives.

• Netflix’s Netflix India total subscriber growth is steady but nowhere close to the explosive jumps seen by local competitors.
• Price still scares off many casual users, even with the Rs 149 mobile plan.
• Binge habits in India are tied to local festivals, cricket seasons, and big series launches, making the subscriber numbers jump around.

If you’re keeping tabs on streaming trends, expect Netflix’s numbers to edge up during big original releases, and dip when Indian rivals lock in major sporting events or exclusive desi content. It’s a constant tug-of-war, and Netflix is hustling just to keep pace.

Why Are People Leaving (or Staying)?

When people talk about the ups and downs of streaming in India, Netflix India is always part of the conversation. Some folks are hitting the cancel button; others are sticking around. So, what’s really driving these decisions?

Price is a Big Deal

For a lot of people, cost is the main factor. Netflix’s regular plans are higher than what you pay for Amazon Prime Video or Disney+ Hotstar. While Netflix did drop its basic mobile plan to Rs 149 per month, many still see the family and TV plans as too expensive. Here’s a side-by-side look at what users actually spend each month:

It’s pretty clear: Netflix is usually the priciest pick.

Content: Hit or Miss

Local shows and movies matter. Netflix originals like 'Delhi Crime' and 'Kota Factory' got folks talking, but mass-appeal blockbusters are still dropping first on rival platforms. There are months where nothing new drops that excites regular viewers. Lots of families say they want more dubbed options or fresh episodes of their favorite Indian series. When the must-watch content isn’t there, it’s easy for people to pause or drop their subscription until the next big show.

Features and Flexibility

Many users want to share a single plan with friends or extended family, but Netflix’s new crackdown on password sharing in India means that’s getting harder. On the other hand, some stick around for reasons like:

• No ads on any plan (unlike some competitors).
• The best picture quality, especially for movie buffs.
• Multiple language options for dubbing and subtitles, though still less for regional Indian languages compared to rivals.

Trends and Churn

Churn—people dropping and re-subscribing later—has become a big pattern. According to Indian industry reports from 2024, Netflix’s churn rate in India bumped up to about 30% in the first half of the year. Compare that to Prime Video, which sits closer to 18%. It’s a sign that people are happy to jump in when a big show lands, then leave and come back.

What Keeps Fans Hooked

• Big global titles—think 'Money Heist' or 'Stranger Things'—draw younger audiences.
• Sleek interface and seamless playback, especially on smart TVs.
• Exclusive early releases for some Bollywood and South Indian films.

The bottom line? Subscribers in India weigh value for money, local content, and how flexible a platform is. Netflix’s challenge is keeping that balance right for everyone.

How Indian Movies and Series Shape the Game

Here’s where things get interesting for Netflix in India. Local stories matter—a lot. When Netflix first launched, its library was packed with Hollywood stuff, but most people in India just weren’t biting. Viewers wanted shows and films they could actually relate to, not just the latest U.S. series hitting the charts.

Netflix course-corrected in a big way. “Sacred Games” proved a point back in 2018: when you build a series with Indian actors, a real location, and stories people talk about over WhatsApp, you keep eyeballs glued. Since then, Netflix has rolled out titles like “Delhi Crime,” which not only picked up an Emmy—the first Indian show to win one—but honestly got way more people to even notice the platform.

But it isn’t just about crime shows. Netflix keeps doubling down on big-budget Bollywood movies (“The Archies,” “Lust Stories 2”), smart original comedies (“Little Things”), and Tamil and Telugu crowd-pullers. Here’s how their lineup of Indian originals stacks up:

Regional language variety matters a ton too—Telugu, Tamil, Malayalam, and Bengali viewers now get way more content meant for them. Netflix even said in a 2024 briefing that over 60% of its India viewership comes from non-Hindi titles.

If you’re chasing the newest and biggest local content, Netflix’s catalog is only getting better. The platform has even started picking up movies straight from the theaters, especially stuff that’s trending in South India. Pro tip: Use the language filter on the app homepage. It’s a game-changer if you love discovering new indie gems or want Indian originals in your own language.

The bottom line? Netflix India isn’t just competing on price—it’s in a race to put the right stories on your screen. This push for heavy-hitting Indian content is what’s keeping subscribers curious and sticking around for more. If you care about seeing yourself on screen, Netflix’s current strategy is definitely worth paying attention to.

Battle of the Streaming Services: Netflix vs Others

Choosing the right streaming app in India can feel like picking a restaurant in a massive food court—you’ve got endless options, each one tempting you with deals and exclusive hits. The streaming market here exploded in the last couple of years. While Netflix India once stood out as the "cool import," now it’s fighting hard for attention against some tough local champs.

Right now, Disney+ Hotstar leads the pack in total subscribers. Thanks to IPL streaming, cricket diehards flock to it every season. Amazon Prime Video leans on its bundled model—grab movies, but also get free shipping. Then you’ve got JioCinema, which pretty much shook up the market when it started offering big Bollywood titles and the entire IPL for free in 2023. Here’s a quick breakdown on India’s biggest streaming names as of December 2024:

Big reason Netflix trails? Price and local flavor. While its content quality is top-notch, many users find its plans expensive compared to rivals. Hotstar, for example, hooks cricket and K-drama fans at almost half the price. JioCinema’s free tier brings millions just for the IPL, and Amazon keeps you paying thanks to bonuses like Prime delivery and music streaming.

If you’re watching mostly Indian movies or regional shows, you’ll see better value on Hotstar or JioCinema. However, Netflix still scores for global blockbusters, true-crime, and bingeworthy originals like “Kota Factory” or “Delhi Crime.”

Want to stretch your rupees? Some smart folks do this:

• Switch between services each month, based on who’s releasing what.
• Share multi-device plans with friends or family (just check the terms—they’re cracking down lately).
• Use the free trials (although most have trimmed these back since 2023).
• Watch for holiday deals—Prime Day and Diwali often bring bundle discounts.

Streaming in India is a heavyweight contest, and nobody’s winning 100%. What’s clear is that every platform is pushing harder with original Indian movies, more languages, and lower entry prices. Netflix? It’s definitely not giving up, but it’s got a real fight on its hands.

Tips to Get the Most from Netflix in India

Getting the most value out of Netflix isn’t just about picking the right plan. Loads of little tricks can stretch your rupees, open up more content, and make your binge nights more fun.

• Netflix India offers four plans: Mobile (₹149), Basic (₹199), Standard (₹499), and Premium (₹649). If you mainly watch by yourself or on your phone, the Mobile plan is the cheapest way to go. Families might prefer Standard or Premium—these let you stream on 2 or 4 devices at once.
• New to Netflix or returning after a break? Most new users get a free upgrade to a higher plan for 30 days. Keep an eye out for these promo offers on the sign-up page.
• Planning to share with friends or cousins? Only the Premium plan covers 4 screens. Netflix has started cracking down on password sharing, so expect occasional prompts to verify your device if you go this route.
• If you watch Indian movies in your local language, don’t forget Netflix has over 30 Indian film genres in Hindi, Tamil, Telugu, Malayalam, and more. Use the search and filter tools to dig deeper—tap on "Genres" or search for specific actors or directors.
• Want to save mobile data? You can change default streaming quality to "Basic" (under Account Settings), or download shows in advance using Wi-Fi. Downloads are perfect for road trips or times when your network is iffy.
• Is your app acting slow or glitchy? Clearing your Netflix app cache or running software updates often fixes most common bugs on phones and smart TVs.

Here’s a quick look at Netflix India plans (as of June 2025):

One trick not everyone knows: if you want to try international shows or movies that aren’t trending in India, switch your app language to English and browse the full catalog. Trends and recommendations shift based on your language setting!

If you get stuck or your plan doesn’t fit anymore, it takes just two clicks to change or pause your subscription. There's no cancellation fee. If you reactivate within 10 months, your profiles and recommendations come back like nothing happened.

Want to keep your Netflix game fresh? Don’t skip the "Coming Soon" rail in the app. It shows upcoming releases—often tailored to Indian viewers—so you can set reminders before everyone is talking about the next big thing.

Sienna Hawthorne

I am an entertainment journalist with a passion for Indian cinema. Writing allows me to dive deep into the diverse world of film, and I often explore the cultural nuances and storytelling aspects of Bollywood and regional films. My work involves interviewing filmmakers, attending screenings, and reviewing the narrative techniques that shape modern Indian cinema.