Only about 10% of India’s 1.3 billion people know English. Yet, scores of firms operating in the country offer their services only in English. Netflix, one such company, said on Friday it’s aiming to break through the language barrier.
The American on-demand video streaming giant today rolled out support for Hindi, a language spoken by nearly half a billion people in India, across its platform. From the sign up page to search rows, to collections, synopsis and payment, Hindi language is now baked in across the platform, the company said.
“Delivering a great Netflix experience is as important to us as creating great content. We believe the new user interface will make Netflix even more accessible and better suit members who prefer Hindi,” said Monika Shergill, VP-Content at Netflix India, in a statement.
Netflix’s global competitors, Amazon Prime Video and Disney+ Hotstar also support Hindi language, though the latter has deployed Hindi in limited capacity (not for a movie or show’s synopsis, for instance).
The focus on Hindi illustrates the level of traction Netflix believes it has received in India. Most international firms tend to localize their services in India after they have fully tapped the population in urban cities across the country where English is a common language.
More to follow…