US EditionBrand Saga: How Netflix India won cable-loyal Indians with its marketing
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Brand Saga: How Netflix India won cable-loyal Indians with its marketing
In a market flooded with free content, pirated sites, and deeply ingrained TV habits, getting Indian audiences to pay for entertainment must have been a significant challenge. Flashback to 1997, Scotts Valley, California: Reed Hastings gets slapped with a $40 late fee for returning Apollo 13 past its due date. Frustrated by the rigid rental system, he wondered — what if there were no due dates, no late fees, just freedom to watch? That thought…
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