Netflix India Bets Big on Under-90-Minute Films for Time-Strapped Viewers

Netflix is rethinking runtime in India, embracing compact 60-to-85-minute feature films designed for audiences who don’t always have time to commit to a full-length 2-3 hour movie. Multiple sources indicate this isn’t a formal new production category, but rather part of a broader strategy to expand its creative canvas while continuing to invest in ambitious feature-length films.

Why Shorter Films Make Sense

The approach isn’t purely creative — it’s also economic. Genres like taut thrillers, intimate family dramas, and high-concept comedies often work better at tighter runtimes. Shorter films also mean cheaper production, faster turnaround, and room to experiment with unconventional storytelling and fresh creative voices.

The Success Story Behind the Push

Netflix India’s experimentation traces back to Greater Kalesh, a 52-minute comedy drama starring Ahsaas Channa. The film landed in the Global Top 10 Non-English titles, racking up 1.7 million hours viewed in its first week after its October 2025 premiere — a result that reportedly strengthened Netflix’s confidence in this compact format.

What’s Coming Next

Several projects are already in production under this initiative:

A Global First for Netflix India

While Netflix has long curated a “Movies Under 90 Minutes” discovery category globally featuring titles like Bad Trip and Vampires vs. the Bronx, India marks one of the first markets where the streamer is systematically commissioning original features built specifically to that shorter length from the ground up.

Why It Matters

As Indian content continues gaining global traction, this shift signals Netflix’s recognition that viewing habits are evolving — and that a complete cinematic experience doesn’t always need three hours to land.

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