War with Netflix and Disney looms for India’s top local streamer

Netflix billboards line a street in Mumbai, India. The streaming service’s Sacred Games series, a local original, has drawn Indian viewers globally, the company has said. — Los Angeles Times/TNS

As global streaming giants Netflix Inc and Walt Disney Co spend millions of dollars to grab viewers in India, a country that could become their biggest overseas market, a homegrown rival is preparing to defend its turf.

Zee5, the top domestic streaming platform set up by India’s biggest television broadcaster, is betting on local content to fend off big-spending rivals, chief executive officer Tarun Katial said in an interview. The over-the-top, or OTT, service is playing to its advantage by adding more local-language shows and lower-price options to gain market share, he said.