Monika Shergill On The Netflix Effect At #FICCIFRAMES25: How Indian Stories Became A Global Phenomenon

At FICCI Frames 2025, Monika Shergill, Vice President, Content, Netflix India, reflected on a decade that has redefined how India tells its stories and how those stories travel across the world.

In conversation with RJ HrishiKay, Shergill discussed the journey of Netflix India and its impact on audiences, creators, and culture.

“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.”

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Shergill spoke about the milestones that shaped India’s global storytelling moment, calling out landmark titles that built the path for others to follow.

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. These moments build on one another, creating a massive wave of stories traveling globally.”

Shergill described how streaming has shifted storytelling from a “push” model to a “pull” experience where audiences drive discovery and creators reach wider audiences.

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“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.”

From Amar Singh Chamkila to K-Pop Demon Hunters: Setting Cultural Precedents
Reflecting on creative risks, Shergill highlighted Amar Singh Chamkila inspired global storytelling trends.

“There was always a belief that songs do not work on streaming, but when they are woven into the story, audiences experience them seamlessly. Chamkla paved the way even before the wave of K-Pop Demon Hunters hit the world, where songs again became chartbusters.

The Netflix Effect Shergill defined The Netflix Effect as the moment when stories transcend the screen and become part of everyday culture- a true benchmark of success for Netflix.

“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.”

“Regional Cinema is not just National, It is International.” Shergill celebrated how regional storytelling has become the heartbeat of global entertainment.

“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, Monika Shergill spoke of a future where stories continue to unite people, dissolve hierarchies, and connect cultures across the world. She emphasized that the next decade will belong to storytellers who blend authenticity with universality — where the line between prestige and popular storytelling no longer exists.

“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.”

Celebrating 10 Years of Netflix in India
As Netflix marks its ten years in India next year , the platform’s journey has become a landmark in global entertainment.

From creating iconic stories that shaped popular culture to giving Indian storytellers a global stage, Monika Shergill’s session at FICCI Frames was a celebration of how far Indian storytelling has come and where it is headed next.