Published on: May 8, 2026
Netflix has reportedly handed its India media mandate to Omnicom Media Group’s agency network Initiative after a competitive multi-agency pitch process. Industry sources estimate the account size to be around ₹300 crore annually.
The business was previously managed by Wavemaker India, which oversaw Netflix’s integrated media operations across both digital and traditional platforms for several years.
The move is considered one of the biggest media account shifts in the entertainment and streaming sector this year, highlighting the growing competition among OTT platforms to capture audience attention and drive subscriber growth in India.
As earlier reported by e4m, Netflix initiated a comprehensive agency review earlier this year, inviting leading media agencies to participate in the pitch process. The evaluation reportedly covered television, digital, performance marketing, and regional market expansion strategies. Multiple rounds of presentations focused heavily on data-driven planning, technology capabilities, and measurable business outcomes.
“Netflix was looking for a sharper, more integrated media framework aligned with its next phase of growth in India,” said a senior industry executive aware of the development.
Another source added that Initiative’s strong capabilities in performance marketing, audience analytics, and digital planning played an important role in winning the mandate. The account is expected to further strengthen Initiative’s position within the entertainment and digital media segment while reinforcing Omnicom’s standing in the highly competitive media agency landscape.
The decision comes at a time when global streaming platforms are reassessing marketing strategies and customer acquisition models amid increasing content investments and profitability pressures. OTT competitors such as Amazon Prime Video and Jiostar have also been recalibrating their media and content approaches to enhance monetisation and user engagement.
India remains a key strategic market for Netflix, especially as the platform continues to expand its regional-language content offerings and accelerate adoption of its ad-supported plans. Industry experts believe the revised media structure may help Netflix improve penetration in non-metro markets and optimise subscriber acquisition efficiency.
The media account is estimated to be valued at nearly ₹300 crore annually, making it one of the most high-profile mandates in the Indian media industry.Neither Netflix nor Omnicom had officially commented on the development at the time of publishing.
Large-scale media reviews like this are increasingly seen as indicators of changing advertiser expectations. “Today, clients want far more than media buying efficiencies. They are looking for strategic partners with strong data, commerce, and performance capabilities,” said another senior media executive.
The transition process is expected to take place over the next few months. For Initiative, the mandate represents a marquee addition as competition intensifies among agency networks for high-value, digital-first businesses.
As the OTT battle continues to evolve, Netflix’s decision to revamp its media partnerships reflects the growing importance of precision marketing, regional insights, and measurable ROI in India’s fast-changing streaming market.
Read more: Deep Chhabria Elevated To APAC Creative Lead At Netflix
