Netflix Inks Multi-Year Content Partnership with Yash Raj Films Amid Streaming Competition

Amidst the escalating competition in the streaming industry, Netflix has inked a multi-year creative partnership agreement with the renowned movie production company, Yash Raj Films (YRF). This collaboration will encompass the joint development of both movies and series.

The maiden project emerging from this partnership is “The Railway Men,” a four-part thriller series starring R. Madhavan, Kay Kay Menon, Divyendu Sharma, and Babil Khan. Additionally, the second project in the works is a film titled “Maharaj,” as stated in an official announcement.

Monika Shergill, the VP of Content at Netflix India, expressed their enthusiasm for catering to diverse audiences by delivering relatable and beloved series and films. Yash Raj Films, being eminent creators in Indian cinema, have left an indelible mark with iconic works like “Kabhi Kabhie” and “Dilwale Dulhania Le Jayenge” to more recent titles like “War” and “Pathaan.” Shergill emphasized the potential of this collaboration to captivate global audiences with top-notch content.

This announcement coincides with reports suggesting that Netflix is contemplating a shift in its content strategy, leaning towards blockbuster films to allure new subscribers and retain its existing user base. Notably, Indian films such as “RRR” and “Gangubai Kathiawadi” have garnered significant attention on the platform, underscoring their popularity among viewers. Indian films also frequently secure spots on Netflix’s global top 10 weekly lists for non-English content.

In the competitive Indian OTT market, where it contends with rivals like JioCinema, Amazon Prime Video, and Disney+Hotstar, Netflix is striving to establish a prominent presence. Recently, Netflix formed a strategic partnership with Jio, bundling prepaid tariff plans with subscriptions to the US-based streaming service, marking a unique venture in India.

Furthermore, Netflix has taken measures to curb password sharing in India as part of its efforts to boost revenue in the latter half of 2023. In a letter addressed to shareholders earlier this year, the company announced its intention to extend the password sharing ban to nearly all remaining countries. In a separate communication to Indian subscribers, Netflix clarified that a single account would be restricted to a single household.