Netflix did not elaborate on Mint’s queries on the popularity of Turkish content. Turkish series The Protector was among the most popular titles in the fantasy genre on Netflix in India in 2020, and viewing of global Netflix content with local language dubbing has almost doubled from 2020 to 2021 in the country. In recent years, Turkey has developed from nothing to the world’s second largest exporter of TV dramas. TV broadcasters served Turkish content way back in 2016, which was well received then, Shrivastav added. “The feedback from viewers has been that Turkish programming is focused on differentiated storytelling and strong themes, and it would serve us well to pick it up,' he said. He said the platform is in talks with distributors to bring Turkish content both to its streaming platform and to its TV channel Atrangi. The cost of acquiring these shows varies for exclusive and non-exclusive rights, said Vibhu Agarwal, chief executive officer and founder of video streaming app Ullu. “Our audiences are actively searching international content on the internet, and almost 50% of our viewers discover content on social media or were recommended by a friend,' Shrivastav said. She said internal research suggests that word-of-mouth has been a key driver for shows going viral. “We have hand-picked and curated offerings that cover relatable themes of complex love, family and class strife which are packaged in a linear style of storytelling, relatable characters, and emotional plots,' Shrivastav said. Through these shows, MX Player has built strong relationships with Turkish broadcasters and distributors such as Madd TV, Kanal D and InterMedya.

The key target segments for Turkish programming are 18-24 year olds, followed by 25-34-year-olds, with four times the average engagement when compared to other categories, Shrivastav said.

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