Netflix – StreamFest

StreamFest was Netflix's first-ever open access event — 48 hours of completely free viewing to anyone in India, no payment required. It was designed as both a product experiment and a regional growth initiative, giving users full access to the Netflix experience across content, features, and devices. The lineup spanned Sacred Games, Ludo, Extraction, and La Casa de Papel, surfaced through curated recommendations and personalised non-member homepage flows.

I was the sole producer and executive producer on the campaign, leading production across an unusually broad scope: digital, social, OOH, and DOOH on the marketing side, alongside platform UX, recommendation engine creative, and the non-member homepage on the product side — plus creative for research and testing throughout. Coordinating marketing and product workstreams in parallel meant aligning two different review cadences, two different stakeholder groups, and two different definitions of "done" against a fixed launch window. The work demanded tight production discipline to keep both sides moving without one bottlenecking the other.

The results were immediate: a 200% week-over-week spike in global app installs, with over 3.6M installs during the StreamFest weekend alone. In the first six days of December, Netflix recorded 9M global installs — more than half the total for all of November — with India driving the surge. StreamFest later became a global reference point for scalable acquisition experiments within the company.