Netflix’s ‘Tu-Dum’ echoes louder in India as APAC drives growth in Q1

Netflix is increasingly finding its growth story in Asia, with the Asia-Pacific (APAC) region emerging as its fastest-growing market in the first quarter of 2026. The region posted a 20 percent year-on-year rise in revenue to $1.51 billion, outpacing the company’s overall growth and reinforcing a shift that has been quietly underway for a few quarters now.

APAC drives growth

The company’s global revenue stood at $12.25 billion for the quarter, meaning APAC still accounts for a relatively modest 12.3 percent share. But the trajectory matters more than the size. Executives highlighted strong performances across India, Korea, and Southeast Asia, signalling a broad-based expansion rather than a single-market spike.Part of this momentum came from Netflix’s push into live programming.

In Japan, the World Baseball Classic drove record sign-ups, becoming the platform’s most-watched content in the country. Similarly, the live broadcast of a BTS concert drew 18.4 million viewers globally, showing that Netflix’s live bets are beginning to translate into tangible subscriber gains.

India in focus

India, in particular, remains central to Netflix’s long-term playbook. The company rolled out a sizeable content slate earlier this year, including 16 shows, 11 films, and multiple reality formats.

While Netflix no longer discloses subscriber numbers, industry estimates peg its India base at around 20 million—still small compared to rivals, but growing steadily.The strategy here is fairly clear: more local content, broader formats, and sharper pricing experimentation, all aimed at turning India into a durable growth engine rather than a high-potential outlier.

A bigger transition underway

Alongside its regional push, Netflix is also navigating leadership changes.

Co-founder Reed Hastings will step down from the board in June, closing a 29-year chapter that saw the company evolve from a DVD rental service into a global streaming heavyweight.Management, led by co-CEOs Ted Sarandos and Greg Peters, has outlined three priorities: strengthening core content, expanding into newer categories like live events and podcasts, and improving monetisation. It’s a familiar playbook—but now being executed in a far more competitive landscape, with rivals ranging from Big Tech to local streaming platforms.APAC may still be a smaller slice of Netflix’s business, but it is where the real growth is happening and India sits right at the heart of that story.