The entertainment industry is a multi-trillion industry and is amongst the biggest businesses in the world. From television and cinemas to the era of OTT providers, the medium through which entertainment reaches the audience has evolved greatly, allowing an internet user to gain access to a diverse range of content in this global village. At the same time, content producers can have a relatively larger audience. All such factors can have a huge influence on each other, giving rise to a huge competition to produce better and better content with every passing day.
On that note, you might be familiar with one of the most popular OTT platforms: Netflix. Initially, it emerged as a subscription-based online streaming service, and later, started producing original content. Moreover, it has gained popularity in recent years leaving many of its competitors behind. Netflix has also worked with entertainment industries of different countries including our neighbours, India, and has produced digital content in a number of different languages and genres.
From time to time, a Pakistani movie or a TV drama finds a home on Netflix. Despite the fact that Netflix is available in 190 countries around the world, and hosts content from several different regions of the world, there is no such thing as Pakistani Netflix original content yet.
Why is this so? Is Pakistani content not good enough for international standards?
What is Netflix and how does it work?
Netflix is an online subscription-based streaming site, which was originally a DVD rental business. It was founded by Reed Hastings and Marc Randolph and was known as Kibble at the time.
Initially, the platform streamed movies produced by numerous production houses. Later in 2012, Netflix started to produce original content. And today they produce original, international, content, in countries like South Korea, India, Japan etc.
Netflix is a proverbial library of movies, TV dramas, shows and web series, from different regions of the world. In order to get access to these, an individual must pay for a subscription. It offers different subscription plans and a subscriber can opt for any of them, depending on their requirements. The subscription plans may differ from region to region. Interestingly enough, the content it offers may also differ in different parts of the world. This means that the content you might get to view in the US might not be available in Canada or Japan.
With the increasing success of Netflix, a number of OTT services have emerged giving it good competition. Some of them are paid while others are free of cost. These platforms include names like Amazon Prime Video, Apple TV, Disney+, etc.
The figures you get on comparing the subscribers of the three platforms are quite interesting; Amazon Prime has over 200 million subscribers and Disney+ has over 150 million subscribers. Whereas Netflix has over 232.5 million subscribers.
Reasons why Netflix hasn’t reached Pakistan yet
Of 232.5 million subscribers of Netflix, only 3 hundred thousand subscribers are from Pakistan. A few Pakistani dramas and movies are available on Netflix, however, the platform has not produced, or co-produced, any original Pakistani content.
This is an unfortunate instance for Pakistan’s showbiz Industry, as Netflix, having worked with entertainment industries from all over the world, with millions of viewers, can certainly help promote Pakistani dramas and movies.
Not only can it help entertainment businesses grow, but it can also create opportunities for artists. The effort to create content, and meet international standards, will provide the industry with more talented people and help them learn and progress. In short, working with Netflix can prove to be a huge benchmark in the success of Lollywood.
The question is why haven’t these ideas materialized yet?
The sources through which content reaches its audience are among the many reasons. To understand it better let’s discuss the usual patterns followed, when entertainment is consumed in Pakistan. Dramas are produced and aired on TV and are later uploaded on YouTube. The availability of the best and top-rated TV dramas and movies on YouTube eliminates the need for a paid platform for viewing them.
Another important reason why most Pakistanis don’t use Netflix is that the most prevalent and successful method of paying for products or services in Pakistan is “Cash on delivery”. This is because a vast majority of Pakistanis do not use credit or debit cards. Paying for Netflix subscriptions can therefore become quite inconvenient for many people. This problem is expected to be solved, over time, as more and more people are switching to cards.
Finally, the behaviour of Pakistani producers has negatively affected the cause.
According to the chief producer of BVC media, Tahseen Shaukat, Pakistani producers and writers have been demanding an excessive amount of money for writing or producing content for Netflix. And so far, there’s no notable progress in this matter.
Measures that can be taken by Pakistan’s Entertainment industry
It’s an undeniable fact that Pakistan’s entertainment industry has been progressing by leaps and bounds. Several Pakistani movies have also been nominated for academy awards. Pakistani dramas and movies are loved and praised in different parts of the world.
Considering these facts, producers and relevant people in the industry need to understand that it’s not just a business, but art, that they are creating. When we will achieve success in promoting art, the businesses will ultimately flourish.
The influential figures of the industry can take the initiative and unite everyone. They need to be on the same page and join hands, to promote Pakistani dramas and movies on International platforms. It can be highly beneficial for the entertainment industry, promote Pakistani culture, and show the world the true beauty of Pakistan.
Conclusion
One of the ways of achieving success is learning from your friends and foes. This is exactly what Pakistan’s film industry needs to work on. We have been doing remarkable work, but, unless we collaborate with other successful industries, and businesses, establishing a worldwide audience, won’t be possible.
The journey toward success is surely going to be difficult but relentless pursuit can help us achieve anything we aim for.
