Indian comedy is laughing all the way to the international stage and OTT players are making the most of it. After Vir Das' Emmy win for his Netflix special in 2023, the streaming platform is doubling down on comedy. In a strategic move to cash on the building popularity of the genre on the platform, Netflix also aired The Great Indian Kapil Show, an OTT adaptation of the popular Kapil Sharma Show, in 192 countries.
According to Keerat Grewal, Head - Business Development (Streaming, TV & Brands), Ormax Media, Kapil Sharma has been one of the most popular non-fiction characters on television across many years, as per the Ormax Characters India Loves reports. Grewal said, "The Great Indian Kapil Show on OTT has retained a similar format and characters from its TV avatar. This has helped the show gain popularity on OTT too, and it has been one of the top two most watched shows in India for Netflix in 2024, as per Ormax's estimates, with a viewership of 14.5 million.”
OTT platforms are leveraging the comedy genre in several ways to attract and retain audiences. They offer a wide range of comedy content including stand-up specials, sitcoms, comedy dramas, and sketch shows. This variety caters to different tastes and demographics, ensuring there's something for everyone.
While speaking to exchange4media about the show’s popularity, Tanya Bami - Series Head, Netflix India said that TGIKS has been successful for Netlfix not just in India, but across the world. The show was trending at the third spot on platforms’ Global 10 TV (Non-English) list in its first week. Bami shared that it trended in 14 countries including Australia, Canada, New Zealand, Maldives among others.
She noted that the show also trended on the Global 10 TV (Non English) list for four consecutive weeks after its launch and continues to trend in India top 10 week on week since the release of the first episode. “This only proves how the refreshed approach for TGIKS transcends boundaries and connects with everyone across the world, bridging cultural gaps, making people laugh no matter where they are.We will be back with season 2 sooner than you think,” said Bami.
Apart from TGIKS, Netflix's lineup includes diverse offerings like heist and gangster comedies such as Choona and Guns & Gulaabs; films like Kathal, which blend humor with social commentary; and Maamla Legal Hai, which offers a realistic look into the lives of lawyers and judges. The platform also released Wild Wild Punjab on July 10, and soon will be launching Tribhuvan Mishra: CA Topper on July 18.
Bami highlighted that Netflix’s guiding principle in selecting comedy content is simple - it is gold if it delights its members and makes them laugh. “Having said that, comedy is the most rigorous and the most difficult genre to program and write for. It's very difficult to innovate on new jokes, especially for episodic formats such as The Great Indian Kapil Show. The writer’s room process is probably more intensive than most other genres because of the timing required to identify jokes which are specific to characters, makes people laugh and is relatable to a diverse set of audiences.”
She also mentioned that when deciding which comedians, artists and shows to feature, Netflix looks for originality, relatability and the ability to engage wide audiences.
For instance, with Maamla Legal Hai, for which Netflix is returning back with a second season, it's goal was to preserve the comedic essence throughout the production journey. Similarly it's upcoming show Tribhuvan Mishra: CA Topper, packs a little bit of drama and thrill through a journey of comedic errors. “True to his style, Puneet Krishna has crafted some unique, relatable characters that are brought alive through big comedic twists and turns,” said Bami.
Different types of comedy appeal to different types of audiences and Bami shared that at Netflix they aim to bring a diverse mix to its service. “Our focus has always been to have pure play comedy as well as infuse comedy in as many of our titles as we can. We have collaborated with creators like Raj and DK, Abhishek Chaubey and Saurabh Khanna, for whom blending comedy into different genres has always come naturally.”
Shows like Guns & Gulaabs, a gangster comedy which trended for two weeks in the Global Top 10 TV (Non-English) in 12 countries, including the UAE, Singapore, Sri Lanka and Mauritius. Similarly, Maamla Legal Hai received a lot of appreciation from our viewers and trended in the Top 10 Global non-English TV list for two consecutive weeks post-release. Choona and Soup are both cult shows that have enjoyed their own audience and critical acclaim. But with TGIKS and Tribhuvan Mishra CA Topper Netflix is trying to reach a wider audience in the country.
Puneet Krishna, creator, showrunner and co-director of Tribhuvan Mishra CA Topper explained that comedy appeals to everyone because people universally love to laugh and smile—it's a universal emotion. For instance, shows like Maamla Legal Hai on Netflix or Panchayat on Amazon Prime Video tell stories that aren't just dramas but also make statements. Mamla Legal Hai critiques the legal system, highlighting its absurdities and sometimes its practical aspects. “However, at its core, it touches upon basic emotions through comedy. These shows strive to remain true to comedy, which is why I believe they will always resonate,”said Krishna.
Tribhuvan Mishra - CA Topper is also a comedy story, but it also incorporates elements of drama, violence, and revenge. However, at its core, it is designed as a comedy. At times, it presents simple comedy, while at others, it delves into dark comedy.
Krishna noted, “Comedy isn't a new trend. Today, it receives more support because people recognize it as a universally accepted emotion—everyone loves to smile and laugh. In India, there's a preference for hearty laughter over subtle comedy like British humor. This is evident in the popularity of films by David Dhawan and Govinda, which entertained us with their silly, laugh-out-loud style.”
He also highlighted that Netflix is backing Indian comedy and might be making significant investments in comedy for the Indian audience. He added, “The Indian audience has always had a blend of emotions. Generally, comedy resonates better than other genres because, as I mentioned, it has the ability to make you feel better.”
The streaming platform recently released Luv Ranjan’s Wild Wild Punjab, which is brilliant in the buddy comedy genre -the film depicts the hilarious and heartwarming adventures of a group of friends.
“The comedy genre has always enjoyed immense popularity in India and globally. However, with deep digital penetration and the widespread availability of affordable internet over the last decade, genres like comedy and thriller have significantly benefited,” said, Ankur Garg, Partner and Producer, Luv Films. In particular, the Indian social environment has boosted the comedy genre, leading to a boom in stand-up comedy for instance, thriving on platforms such as YouTube, social media, and OTT services, giving comedy the international recognition it deserves, said Garg.
Garg also highlighted Netflix's strategic investment in the comedy genre aligns with current market trends and diverse audience preferences, catering to various demographics. He said, “Comedy's binge-worthy nature and ability to offer light-hearted entertainment make it a staple on streaming platforms.”
So does it boost Netflix’s viewership and subscription revenue?
While Bami refused to disclose specific numbers, but shared the reception to it's comedy titles this year has been phenomenal. “Comedy is fast becoming one of the most loved genres on Netflix. All our comedy titles from this year have found a spot on the Global Top Non-English TV list and have been trending for several weeks on the India Top 10.”
With Anupam Kher in the lead, Vijay 69 is another quirky film that the streaming platform will be releasing soon. With comedy titles consistently topping charts, it seems like Netflix is bullish about expanding its comedic footprint, catering to diverse audience tastes worldwide.
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