Netflix Co-CEO Ted Sarandos Discusses AI and Indian Cinema

Netflix co-CEO Ted Sarandos highlighted India's vibrant storytelling culture during an appearance in New Delhi, noting that the country possesses immense appetite for cinematic content despite having fewer movie theatre screens per person than any other nation. Celebrating 10 years of operations in India, Sarandos marked the occasion with the premiere of Safed Sagar, an ambitious series depicting the Indian Air Force's role in the 1999 Kargil War. The platform reported having an Indian title in its global top ten list every week since 2024.

Sarandos addressed the strategic integration of artificial intelligence in filmmaking, emphasizing that AI serves as an opportunity to produce higher-quality stories more efficiently. In March, Netflix acquired InterPositive for $587 million to streamline post-production editing and reduce costly reshoots. Globally, over 300 Netflix productions, including Indian projects, have utilized AI tools for pre-visualization, visual effects, and safety planning.

Emphasizing that creative decisions rely on informed intuition rather than rigid data algorithms, Sarandos noted that data merely reflects past successes rather than future audience desires. Looking ahead, Netflix plans to increase investments in Indian skill development programs to support local crews and expand production capabilities. The streaming service aims to maintain a balanced catalog catering to both mainstream and niche audiences.