Forget Alan Ritchson’s ‘War Machine,’ Netflix Officially Has a New Action Blockbuster
Netflix has revealed that its biggest non-English-language hit of the year so far is not a Netflix original but an Indian theatrical release that later found huge success on the streaming platform. The film, whose box-office run made it the highest-grossing Indian movie ever in North America, underlines how licensed foreign-language films are proving as powerful for Netflix as its own mid-budget original productions, and highlights India's growing importance to the streamer's international strategy alongside South Korean and Spanish-language hits.
According to Netflix's biannual viewership report, the film has racked up 37 million views on the service, matching the total for the breakout South African film 180. Netflix co-CEO Ted Sarandos described it as "the most-watched non-English movie in the world this year" while speaking at an event hosted by the Indian Express in New Delhi. The film grossed $23 million in North America and nearly $150 million worldwide during its theatrical run.
- Indian film is Netflix's top non-English movie viewed this year
- Racked up 37 million streaming views, per Netflix's report
- Grossed $23m in North America, nearly $150m globally
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Netflix's success with licensed international content demonstrates a smart strategy for serving global audiences and meeting demand for diverse non-English programming cost-effectively. The 37 million views confirm that audiences worldwide hunger for such content, and this approach allows Netflix to expand international offerings at scale whilst supporting established international filmmakers and cinema industries rather than bearing the substantial risks and costs of original production.
The case against
This trend suggests Netflix's original content strategy may be underperforming, given that licensed films now match original productions in viewership. Rather than investing in developing new creators and taking creative risks, Netflix increasingly capitalises on existing theatrical successes—a shift that reduces investment in original commissions and repositions the company as a distributor rather than a creative force shaping entertainment.