Mumbai: Netflix has reinforced its leadership in India’s paid OTT landscape, with Haq emerging as the most-viewed movie in Week 1 of 2026, according to data from Chrome OTT (COTT), India’s leading OTT measurement platform. The film recorded 7.42 million unique viewers between January 3 and January 9, 2026, placing Netflix firmly at the top of the theatrical release viewership charts.
COTT’s Week 1’2026 data highlights Netflix’s growing dominance as the preferred destination for theatrical releases on OTT, with two of the top three most-watched movies available on the platform during the week. This performance underscores Netflix’s strong positioning in Bollywood and mainstream cinema consumption.
The strong reception to Haq has also translated into heightened social media buzz, further strengthening Netflix’s brand recall as the signature platform for theatrical content. Building on this momentum, Netflix is now gearing up for the release of Dhurandhar, which is expected to drive significant subscriber growth. The platform is projected to add nearly 1 million new subscribers in India from this release alone, with an estimated 4 million new subscribers globally.
COTT’s consumer insights further reveal a clear shift in audience behaviour. As per the survey, 86% of Netflix users actively wait for theatrical releases to premiere on the platform. This preference is largely driven by perceived value, with 54% of subscribers stating that Netflix offers better value for money and a superior family viewing experience.
“Films like ‘Haq,’ which appeal to families, are increasingly preferred for home viewing where multiple generations can watch together comfortably,” noted a COTT spokesperson. “The 7.42 million unique viewers in just the first week demonstrate the power of Netflix’s theatrical content pipeline.”
Industry experts believe Netflix’s focused investment in theatrical and legacy titles positions it strongly for sustained growth. Commenting on the trend, Dr. Pooja Shrivastava, Group Head – Data Sciences, Chrome DM, said, “Movies are the most consumed genre across digital platforms. Netflix’s strategic decision to invest in new theatrical releases and nostalgic movies, recent additions include milestone movies like Chennai Express, Dangal, and Veer-Zaara will likely make Netflix a leading engaged paid platform by 2026. With growing CTV penetration reaching 101 million, Netflix is poised to attract paid TV subscribers who prefer the movies genre.”
The performance of Haq and the anticipation around Dhurandhar underline Netflix’s broader strategy of positioning theatrical releases as premium home entertainment events. With cinema-quality content delivered at home and a strong value proposition for families, Netflix continues to reshape movie consumption patterns in India’s evolving OTT ecosystem.
Disclaimer: The published data is based on actual consumption of OTT content and includes viewer consumption resulting from password sharing. Viewer numbers and engagement may therefore reflect shared access beyond the original subscriber base. Reach is calculated on the basis of a minimum of one minute of continuous viewing during the said period.
