Todd Yellin, vice-president of product innovation at Netflix, analyzes how Indian viewing habits are different from that of the US. He noticed how personal taste drives consumption for the Indian user. He said, “when it comes to the device mix if you look globally, around two-thirds of all Netflix viewing is on a TV screen. In India, while a lot of our viewing is on TV, mobiles and laptops tend to be a little higher here in India than it is, globally.”
He also observed that downloading is a much more popular feature in India that it is in the US or Europe, and that was a big motive for the company to launch the feature.