Netflix’s revenue in India grew around 18 percent year-on-year on a foreign exchange-neutral basis in the September quarter, while viewing hours surged 24 percent in Q3, as a strong local content slate and a new loyalty bundle with Flipkart helped the streaming giant record its largest-ever quarter of paid net additions in the country.

In its October 20 letter to shareholders accompanying its third-quarter financial results, Netflix said India’s performance demonstrated the impact of its core content and engagement strategy.

“Combined with our first transaction-based loyalty bundle with Flipkart, we achieved our largest quarter ever of paid net additions in India,” the company said.

Leading the quarter’s performance was ‘Lock Upp’, Netflix’s first daily reality series, which drove the highest viewing of any title on the platform in India ever, based on viewing hours in the first 91 days.

The company also highlighted scripted series ‘Musafir Cafe’, which recorded 9 million views, and ‘Operation Safed Sagar’, which garnered 11 million views.

Netflix said viewing hours per member in India also grew in the low-to-mid single digits during the quarter, pointing to increased engagement alongside growth in its paying subscriber base.

The company cited its Indian performance as an example of how effective execution of its content strategy can help accelerate viewing, amid investor concerns about the pace of growth in overall viewing hours.

Globally, Netflix reported third-quarter revenue of $12.9 billion, up 12 percent year-on-year, and said it remained on track to deliver full-year 2026 revenue of $51.1 billion, representing 13 percent annual growth.

The company said subscription revenue growth had exceeded expectations, although it now expects advertising revenue of around $2.7 billion for 2026, against its earlier projection of approximately $3 billion, owing to a slightly slower-than-expected rollout of some advertising product capabilities.