Omnicom Media Group has secured Netflix India’s media mandate, estimated at around Rs 300 crore annually, following a multi-agency pitch that concluded recently. The win marks a significant shift in one of the larger media accounts in the country’s entertainment and streaming sector.

According to the Storyboard18, the account was earlier handled by Wavemaker, part of WPP. The review process began in April 2026, when Netflix initiated a reassessment of its media planning and buying duties in India as part of a broader strategic reset in the market.

The mandate awarded to Omnicom Media Group spans both traditional and digital media responsibilities, reflecting the increasing need for integrated, cross-platform execution. The pitch reportedly focused on performance-driven planning, data integration, and the ability to deliver measurable outcomes—areas that have become critical for streaming platforms navigating a highly competitive environment.

India remains a key market for Netflix as it continues to expand its content slate across languages and regions. However, rising content costs and a more competitive streaming ecosystem have pushed platforms to sharpen their focus on marketing efficiency and targeted audience reach.

Omnicom Media Group operates in India through multiple agencies, including OMD, PHD, Hearts & Science, UM, Initiative, and Mediahub, offering capabilities in data-led planning and integrated media solutions. These strengths are increasingly central to handling large-scale mandates that require unified strategy across channels.

The shift also reflects a broader industry trend, where advertisers are consolidating media mandates and seeking partners who can deliver cohesive strategies across digital and traditional platforms. The transition of Netflix’s account to Omnicom Media Group is expected to take place over the coming months.