Netflix Puts India Media Mandate Up for Review, Invites Agency Pitch

Netflix has initiated a fresh media pitch in India, signaling a potential shift in its current agency partnerships as it looks to reassess its media strategy in the market.

The streaming giant has opened the mandate to multiple agencies, inviting them to compete for the business. The account, which has been managed by Wavemaker (part of WPP), is now under review as Netflix evaluates new approaches to media planning and execution.

This move reflects a broader recalibration in how streaming platforms are approaching marketing in India. With increasing competition and evolving viewer behavior, brands are placing greater emphasis on performance-driven strategies, sharper targeting, and more efficient media spends.

The pitch is expected to cover a comprehensive media scope, spanning both traditional and digital channels. A stronger focus on regional markets and data-led decision-making is likely to play a key role in determining the outcome.

India continues to be a crucial growth market for global streaming platforms, but it also presents unique challenges around pricing sensitivity and intense competition. As a result, companies like Netflix are reworking their strategies to better align with local dynamics while maintaining scale.

The outcome of the pitch will be closely watched within the industry, as it represents one of the more significant media mandates currently in play—both in terms of scale and strategic importance.