As Netflix India celebrates ten years of shaping stories that resonate worldwide, Monika Shergill, Vice President of Content, Netflix India, took centre stage at FICCI Frames 2025 to reflect on a decade of innovation, cultural impact, and creative evolution. In conversation with RJ HrishiKay, Shergill delved into how Netflix has redefined storytelling and transformed the relationship between audiences, creators, and entertainment itself.
Monika Shergill reflects on Netflix India’s global creative journey as they mark a decade of storytelling at FICCI Frames 2025
“This 10-year journey is really about the audiences in India. We are incredibly fortunate to have a country that loves entertainment so deeply. That love is what gives rise to storytellers and gives everything we do meaning, not just here but across the world,” Shergill said.
Highlighting Netflix India’s pivotal role in placing Indian narratives on the world map, Shergill traced key milestones — from Sacred Games and Delhi Crime to RRR and Gangubai Kathiawadi — that built the foundation for global recognition. “Every inflection point is built on countless milestones, from Sacred Games boldly opening the doors to Indian storytelling on a global scale, to Delhi Crime and Vir Das winning International Emmys, RRR and Gangubai Kathiawadi becoming global phenomenon, and now The Ba**ds of Bollywood* and Saiyaara making waves across the world,” she noted.
Shergill described how streaming has shifted control from networks to audiences, transforming the entertainment experience. “Earlier, people had little choice and watched whatever was given to them. Streaming changed that. Today, audiences pull stories toward them. The greatest stories are the ones that are deeply crafted and widely loved. That is the highest form of entertainment.”
Reflecting on creative experimentation, Shergill pointed to Amar Singh Chamkila as a trendsetter in integrating music and narrative, paving the way for global musical storytelling. “There was always a belief that songs do not work on streaming, but when they are woven into the story, audiences experience them seamlessly. Chamkila paved the way even before the wave of K-Pop Demon Hunters hit the world, where songs again became chartbusters.”
Speaking about how content transcends the screen, Shergill defined what she calls “The Netflix Effect.” “You know a story has connected when it sparks conversation, when you hear it in cafés, homes, memes, and social media. That is The Netflix Effect. Stories like The Ba***ds of Bollywood, Heeramandi, or Emily in Paris do not just live on screen; they shape culture, fashion, music, and the way people connect with the world.”
Shergill emphasized that regional storytelling is now at the heart of Netflix’s global viewership. “About 70 percent of global viewing on Netflix happens on subtitles and dubs. That is how stories travel. Stories from India are now watched across the world. Even smaller, hyper-local titles find audiences globally when given the opportunity. Regional cinema today is not just national, it is international.”
Looking ahead, Shergill envisioned a future where storytelling continues to bridge cultures and erase boundaries. “There’s always been this false divide between prestige storytelling and stories that entertain the masses, but that hierarchy no longer makes sense. The most powerful stories are those that are layered, deeply crafted, and yet widely loved. When a filmmaker’s passion reaches more people, not fewer, that’s the highest form of entertainment. Streaming has made that possible — it has given creators the freedom to be both bold and universal. Entertainment will continue to unite us and bring the joy, escape, and comfort we seek every day. That is the future we believe in.”
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