“Cable set-top boxes are already present in the homes of millions of people and getting Netflix on those devices are a priority for us” said Nigel Baptiste, Director, Partner Engagement at Netflix “We are actively engaged with partners in India, trying to figure out how we can get Netflix on those set-top boxes and then ideally get Netflix button on those remote controls”.

Basically, TV still rules the content consumption for the masses and Neflix cannot afford to just rely on app/devices as a distribution channel.

For Netflix, connected televisions have emerged as a primary viewing device among its subscribers, accounting for 34% of its viewing hours in India (via).

Netflix India has also partnered with Airtel.

By the way, very soon DD classics might be available on Hotstar/Netflix !