Monika Shergill, Vice President of Content at Netflix India, delivered an insightful address at the AVIA ‘Future of Video India’ summit held in Mumbai, where she emphasized the emotional core of storytelling and Netflix’s long-term content vision.
“If what you’re watching doesn’t touch you, doesn’t connect with you, there is no business,” said Shergill, underscoring Netflix’s belief that authentic storytelling is the foundation of success in the streaming world.
Storytelling with Purpose
Shergill highlighted that Netflix’s growth in India has been powered by ambitious and bold bets, a clear creative vision, and relentless pursuit of excellence. According to her, what sets Netflix apart is its commitment to honest, emotionally resonant stories—from prestige titles to mainstream hits.
Netflix’s recent success, she explained, is the result of a well-defined programming strategy. “We’re not just copying; we’re innovating. Everything we do, from commercial content to prestige dramas, comes from our understanding of the Indian audience and our willingness to take creative risks,” she said.
A Platform Rooted in Diversity
Shergill credited India’s cultural and regional diversity as the country’s storytelling superpower. “Our shows are shot across 100+ towns and cities in 23 states. We’ve collaborated with over 25,000 local cast and crew members,” she shared. This diversity is reflected across genres—ranging from hard-hitting documentaries to regional dramas and high-budget series like ‘Heeramandi’.
She also noted how nostalgia-driven formats like ‘CID’ and ‘Crime Patrol’ are being incorporated into the Netflix mix to cater to audience segments that seek familiarity and comfort.
A Culture of Learning and Innovation
Shergill emphasized Netflix’s culture of constant evolution—describing it as listening, learning, and being relentless in improving the creative process. “We’re very competitive—not with others, but within Netflix itself,” she said, adding that global internal collaboration helps bring the best of Indian content to the world stage.
This includes initiatives such as weekend content reviews and a deep focus on training and upskilling, particularly in areas like writing, direction, VFX, and post-production.
The Netflix Effect: Local First, Global Next
A key takeaway from Shergill’s address was Netflix India’s philosophy that content must first win at home before it travels globally. The platform’s recommendation engine plays a crucial role in amplifying stories once they gain momentum in their original market.
“Lucky Baskhar became one of the biggest films on Netflix globally,” Shergill pointed out. “We didn’t plan for it to travel—but it resonated in India first. That’s the power of our personalization technology.”
Innovation as a Core Value
Shergill reminded the audience that Netflix’s identity is rooted in innovation. From DVD rentals to becoming a global streaming pioneer and now entering live events and gaming, Netflix has continually adapted.
“We don’t believe consistency and innovation are opposites. Consistency is about our promise to the audience; innovation is about always staying ahead of where the audience is going,” she said.
She also addressed questions about sports programming, noting that while Netflix currently focuses on sports-adjacent content like WWE, it remains open to exploring new formats in the future.
Shergill concluded with a reflection on the coexistence of short and long-form content. “We need both. People still read books, they still value long storytelling. But they also need quick, emotional hits. We serve all those needs—to laugh, to cry, to feel something real.”
In today’s streaming age, Netflix India is positioning itself not just as a content provider, but as a curator of meaningful entertainment that speaks to the hearts and minds of a diverse and evolving audience.
