Why Netflix is betting on Roadies, Kapil Sharma and Indian reality TV IP

The Roadies deal has not been officially announced by Netflix or JioStar. But if it goes through, it will be another clear sign of how Netflix's India strategy is changing — from building a premium, urban-first streaming identity to chasing the much larger audience.

Netflix's early India playbook was built around shows that felt different from mainstream television. Sacred Games, Delhi Crime and other premium originals helped establish the platform as a destination for ambitious, urban-focused storytelling.

What Happened

But India's streaming market has become far more competitive, with JioHotstar, Prime Video and YouTube fighting for audiences across metros, smaller towns and increasingly diverse age groups. The Ken, in its analysis of Netflix India's strategy, has pointed to the platform's growing.

• The streaming giant is set to bring MTV Roadies to Netflix India in a reported ₹18 crore deal with JioStar, according to The Ken.

• The reported deal comes soon after Netflix picked up MTV Hustle Season 5 in a deal reportedly worth ₹13 crore, signalling a growing appetite for established television franchises with ready-made audiences.

• The Roadies move follows Netflix's reported ₹13 crore deal for MTV Hustle Season 5, another JioStar property.

Key Details

MTV Roadies is not a new format that Netflix has to introduce to viewers. The franchise has been around for more than two decades, evolving from an adventure-based youth reality show into a larger pop-culture property built around auditions, gang leaders, contestants.

• Netflix said in 2024 that the first season ranked among its top two shows in India and became the first Indian series to remain on its Global Top 10 Non-English TV list for five.

• In June 2026, Netflix announced India's Got Latent Season 2 with comedian Samay Raina.

• The reported ₹18 crore Roadies deal therefore matters for more than one reality show.

Why It Matters

Over the years, names including Rannvijay Singha, Neha Dhupia, Prince Narula, Rhea Chakraborty and Elvish Yadav have been associated with the franchise. That history gives Netflix something a new reality show cannot easily buy: immediate recognition.

• Television has spent decades building mass familiarity around formats, personalities and franchises.

• India's premium OTT audience is valuable, but it is only one part of the country's enormous entertainment market.

What Reports Say

Coverage of the story so far points to:

• Continued reporting by Storyboard18 as more details emerge