Omnicom Media Group has secured the media mandate for Netflix India following a multi-agency pitch, taking over from Wavemaker as competition in India’s OTT market continues to intensify.
The mandate covers both traditional and digital media planning and buying, with the pitch reportedly centred around data-led execution, audience targeting, and performance-driven media planning. The account is estimated to be worth around ₹300 crore annually, underlining the scale of media investment in India’s streaming ecosystem.
The move reflects a broader industry trend where OTT platforms are increasingly prioritising measurable ROI, sharper audience segmentation, and efficiency-focused media strategies as subscriber growth slows and content costs continue to rise.
For Netflix India, the partnership signals a stronger push toward performance marketing, adaptive media planning, and scalable consumer acquisition strategies in one of the world’s most competitive streaming markets.Streaming platforms are shifting from pure growth spending toward data-driven efficiency and performance accountability.
Bottom line: The mandate win highlights how OTT players are evolving their media strategies to balance scale, subscriber growth, and marketing efficiency in a maturing digital entertainment market.
