Netflix India has moved its India media mandate to Omnicom Media India’s agency network Initiative, marking one of the biggest media account shifts in the country’s streaming and entertainment market this year.

The mandate, estimated at around ₹300 crore annually, was earlier handled by Wavemaker India, which managed Netflix’s integrated media duties across traditional and digital platforms for several years.

The change follows a multi-agency pitch process that included strategic evaluations across television, digital, performance marketing and regional market outreach. The pitch was focused on data-led planning, technology integration and measurable business outcomes.

For Netflix, the move comes at a time when India’s streaming market is becoming sharper, costlier and more demanding. Audience growth is no longer just about big-ticket content launches. Platforms are now under pressure to spend smarter, reach beyond metro cities and prove that every marketing rupee delivers measurable results.

Industry executives familiar with the development indicated that Netflix was looking for a more integrated and sharper media framework for its next phase of growth in India. Initiative’s strengths in performance-driven planning, digital capability and audience analytics are understood to have played a key role in the win.

The development also strengthens Initiative’s position in India’s entertainment and digital media space, while giving Omnicom a high-value account in an increasingly competitive agency market.

Netflix’s review of its media partnership comes against a wider backdrop of recalibration in the streaming business. Rival platforms including Amazon Prime Video and JioStar have also been refining their media and content strategies as the fight for engagement, monetisation and subscriber growth intensifies.

For India’s OTT sector, the mandate signals a larger shift. Media agencies are no longer being judged only on buying efficiency. Large advertisers now want partners who can bring together data, performance marketing, regional insight and clearer return on investment.

The transition is expected to take place over the coming months. Neither Netflix nor Omnicom responded to calls mentioned in the original report.

This is not just an agency switch. For Netflix, it reflects the next phase of India growth, where precision marketing, regional reach and subscriber acquisition efficiency are becoming central to the platform’s media strategy.

For the agency ecosystem, the win confirms that high-value digital-first businesses are looking for partners who can connect brand building with measurable outcomes.

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