Pakistan seeks bigger share on Netflix, OTT platforms

The government has started talks with Netflix and other international streaming platforms to increase the presence of Pakistani films and dramas worldwide.

The government has started talks with Netflix and other international streaming platforms to increase the presence of Pakistani films and dramas worldwide.

Federal Minister for Planning and Development Ahsan Iqbal said Pakistani content had a strong global audience and deserved greater representation on international digital platforms.

In a statement, the minister said Pakistan’s entertainment industry was an important part of the country’s export strategy under the Uraan Pakistan initiative.

He said films, dramas and digital productions were valuable cultural and economic assets that could help promote Pakistan’s soft image around the world.

Ahsan Iqbal said global Over-the-Top (OTT) platforms had become major sources for delivering content to international viewers. However, he claimed that regional political factors had affected the availability of Pakistani content on these platforms.

He said the government was engaging with Netflix and other global streaming companies to improve the regional framework and ensure Pakistani creators receive fair opportunities.

The minister said the objective was to develop sustainable partnerships that would allow Pakistani filmmakers, actors and content producers to reach wider audiences.

He also announced that the government was working on establishing a local OTT platform to showcase Pakistani films and television content internationally.

ARY Digital CEO Salman Iqbal supported the idea of a homegrown streaming service. He said Pakistan should not rely only on foreign platforms and should create its own digital entertainment ecosystem.

He said Pakistan had talented creators, advanced technology and a large audience for Urdu content across the world.

Salman Iqbal said Urdu-language entertainment had the potential to reach more than a billion viewers globally, giving Pakistan an opportunity to build a strong independent streaming industry.

He added that Pakistani media companies had already worked hard to take local content to international audiences.

Earlier, filmmaker Mehreen Jabbar had also expressed concerns over the limited availability of Pakistani productions on global OTT platforms. She said she hoped the situation would improve and pointed towards the upcoming release of Pakistan’s first Netflix series.