Netflix India is expanding its local unscripted slate by developing major global formats, according to Netflix India VP of Content Monika Shergill. Speaking in an interview with Deadline, Shergill confirmed that the streaming service is working to adapt several prominent international properties locally, though specific titles remain unannounced ahead of official release dates.
The push into unscripted content follows strong viewership figures for domestic reality programming on the platform. Netflix India reported that the Balaji Telefilms-produced reality series Lock Upp amassed 50 million hours viewed since its launch in June, alongside 2.5 billion social media interactions within three weeks of release. The show, hosted by Bollywood personalities Farah Khan and Riteish Deshmukh, features celebrity contestants competing in a jail-themed setting and spent two weeks on the Global Top Non-English Series list.
Expanding Global Formats in India
While Netflix holds international production and streaming deals for formats like Love Is Blind and Too Hot to Handle, the underlying format rights remain with their respective creators. Kinetic Content, a subsidiary of The North Road Company, owns Love Is Blind, while Fremantle controls Too Hot to Handle. Shergill did not confirm which specific shows will launch first, noting that an official announcement is expected soon.
The unscripted strategy builds on the relative performance of localized adaptations in the Indian market. Creator Ekta Kapoor noted that Lock Upp succeeded by letting celebrity participants address public judgments and personal histories. Initially debuting in 2022 on ALTBalaji and MX Player, the revived series found a new audience after moving to Netflix, prompting producers to increase episode orders from five to six per week due to viewer demand.
Growth in Stand-Up and Comedy Programming
Alongside unscripted reality television, Netflix India is increasing its investment in stand-up comedy and digital creators. The platform struck a co-exclusive deal with stand-up comedian Samay Raina for the second season of his YouTube show, India’s Got Latent. The partnership follows Raina’s appearance on The Great Indian Kapil Show, hosted by Kapil Sharma.
Shergill described the collaboration as an experiment in bringing ad-free creator-led content to a wider subscription base. The Great Indian Kapil Show is currently preparing for a fifth season, alongside stand-up specials from performers such as Zakir Khan, as Netflix aims to cement its position in the domestic comedy market.
Market Position and Upcoming Releases
Netflix operates in a crowded Indian streaming market that includes JioHotstar, Sony LIV, and Prime Video, which absorbed MX Player. According to September 2025 research from Ormax Media, approximately one-quarter of India’s 601 million streaming consumers pay for subscription services. Despite the competition, Netflix maintains a diverse programming catalog spanning theatrical films, premium dramas, and documentaries.
The next major release for Netflix India is Operation Safed Sagar, a high-budget military drama series produced by Matchbox Shots and Feel Good Films in collaboration with the Indian Air Force. The production focuses on the 1999 aerial campaign during the Kargil War and arrives as Netflix marks its tenth year of operation in India.
Worth a look