The Netflix Effect – From Indian Roots to Global Reach

By Pickle October 11, 2025

Ten years on, Netflix India stands as a testament to the universal appeal of Indian stories. As Monika Shergill, Vice President of Content, Netflix India, looks ahead, she believes the next wave of storytellers will unite audiences everywhere, blending authenticity with global resonance.

As Netflix India celebrates a decade of transformative storytelling, Monika Shergill, Vice President of Content, Netflix India, reflects on a journey that has not only redefined Indian entertainment but also propelled its stories onto the global stage. In an address at the 25th edition of FICCI FRAMES in Mumbai, Monika Shergill offered a compelling look at how Netflix has become a catalyst for Indian stories to be created, consumed, and celebrated worldwide—ushering in what she describes as the “Netflix Effect.”

A Personal Lens on Storytelling

Monika Shergill’s journey from journalist to filmmaker, and ultimately to a leading content executive, has been shaped by an enduring curiosity about people and their stories. “Every story, every issue, is about the people behind it,” she observed, recalling her fascination with journalism as a schoolgirl watching black-and-white television. The desire to create stories that “last longer and touch deeper” led her to entertainment, where she continues to approach content through the lens of character, society, and emotional truth.

She underscored that Netflix’s evolution over the past decade has been audience-led, with Indian viewers’ appetite for entertainment continually inspiring creators to reach new heights. “This 10-year journey is really about the audiences in India. Their love for entertainment gives rise to storytellers and gives everything we do meaning, not just here but across the world,” Monika Shergill shared during a fireside chat with RJ HrishiKay at FICCI FRAMES.

Regional cinema today is not just national—it’s international, as Netflix India’s decade-long journey takes bold Indian stories from local screens to global conversations

From Local Hits to Global Phenomena

Netflix’s impact in India is best illustrated by its power to turn local stories into international sensations. Monika Shergill pointed to several inflection points: the global success of Sacred Games, the International Emmy wins for Delhi Crime and Vidya Balan’s Sherni, and the Oscar triumph of The Elephant Whisperers. She also highlighted the spectacular journey of RRR, which captured audiences worldwide, and a new wave of hits like Heeramandi, Saiyaara, and The Ba*ds of Bollywood*—titles that exemplify the “Netflix Effect,” where stories transcend the screen to become part of everyday conversation, culture, and fashion.

Reflecting on these turning points, Monika Shergill noted, “Every inflection point is built on countless milestones,” emphasizing that the combination of bold storytelling, creative risk-taking, and local authenticity has enabled Indian content to travel further than ever before.

The Myth of Prestige Versus Popularity

Monika Shergill challenged the notion that only “prestige” projects matter, arguing instead for a more expansive view of quality. Streaming, she said, democratizes storytelling by giving viewers immense choice and allowing creators to reach audiences at scale. “Earlier, people watched whatever was given to them. Streaming changed that. Today, audiences pull stories toward them. The greatest ones are deeply crafted and widely loved,” she explained, emphasizing that authenticity and craftsmanship can go hand in hand with mass appeal.

Measuring Cultural Resonance: The Netflix Effect

For Monika Shergill, cultural impact goes far beyond viewing figures. She described the “Netflix Effect”—when a show or film transcends the screen and becomes part of everyday conversation, spawns memes and social trends, or launches breakout stars. “When you hear a story in cafés, homes, or memes, that’s The Netflix Effect,” she said, citing the example of Heeramandi influencing fashion and music, and the viral popularity of Netflix’s musical content.

Notably, she pointed to the success of Amar Singh Chamkila, which challenged industry notions that “songs don’t work on streaming,” paving the way for musical storytelling in Indian and global hits alike.

“The Netflix Effect” is about more than streaming—it’s about Indian stories shaping culture, sparking conversations, and inspiring creativity far beyond borders, thanks to a decade of visionary leadership

Championing Regional and Language-Agnostic Stories

Monika Shergill celebrated the rise of regional cinema and its journey from local to global, underscoring a powerful new reality: “Regional cinema today is not just national—it’s international.” Netflix India subtitles content in 37 languages, and over 70% of viewing globally happens through subtitles or dubbing. The platform actively supports smaller, hyper-local films alongside blockbusters, ensuring that gems from across India—regardless of language—are discovered by audiences worldwide. “Stories are becoming language agnostic,” she affirmed, “and more people have the ability to enjoy them.”

Nurturing New Voices

Recognizing that the future depends on fresh, diverse voices, Monika Shergill described Netflix’s creative ecosystem, which includes programs like Grow Creative and the NFDC 100 Women Screenplay initiative. These mentorship and training efforts are designed to develop original writers, directors, and technicians from across India, particularly from its heartlands. However, she urged the wider industry to do more, emphasizing that the real power to nurture talent lies with producers and studios beyond Netflix.

Creative Risks and Surprising Successes

Every project involves risk, Monika Shergill admitted, but some surprises stand out. She cited Chandramukhi as a bold, experimental film that exceeded expectations and went on to receive international acclaim. Similarly, Mismatched—a coming-of-age series—defied assumptions about what would succeed on the platform, highlighting the unpredictable magic of creative risk-taking.

With over 70% of global viewing on subtitles and dubs, Netflix India is breaking language barriers and proving that powerful stories resonate universally—no matter where they begin

The Road Ahead: Stories That Unite

Looking to the future, Monika Shergill expressed optimism despite the challenges posed by rapid technological change. She believes that while the world may be divided in many ways, stories will always unite us. “Streaming has made it possible for creators to be both bold and universal. When a filmmaker’s passion reaches more people—not fewer—that’s the highest form of entertainment,” she said. With India’s media and entertainment sector projected to grow rapidly, Monika Shergill sees streaming becoming even more accessible and integral to daily life.

As Netflix India enters its second decade, Monika Shergill’s vision is clear: to keep championing diverse stories, nurturing new voices, and ensuring that Indian content continues to resonate both at home and around the world.