The Rise of Non-English Cinema: How Netflix is Turning Indonesian Stories into Global Hits

The landscape of global entertainment is undergoing a massive seismic shift. Gone are the days when Hollywood was the sole gatekeeper of international blockbusters. Today, a new era has dawned where language is no longer a barrier to a great story. Netflix is at the forefront of this movement, actively driving a resurgence in non-English language films and series. For Indonesia, this isn't just a trend—it is a golden opportunity that the local creative industry is already starting to harvest.

According to a recent report titled The Netflix Effect, the numbers tell a compelling story. Just a decade ago, non-English content accounted for less than 10% of the total viewing time on the platform. Fast forward to today, and that figure has surged to over one-third of all consumption. This shift highlights a fundamental change in how the world watches television: audiences are increasingly hungry for authentic, localized stories that offer a window into different cultures.

The Global Strategy of Local Production

Netflix Co-CEO Ted Sarandos emphasizes that the company’s expansion isn't just about distributing content; it’s about deep-rooted local investment. Sarandos notes that every Netflix production is essentially a local production. This approach does more than just fill a content library—it creates jobs, fuels local businesses, and generates a ripple effect that extends far beyond the television screen. By empowering local creators, the platform allows stories that were once confined to domestic markets to find an audience of millions across the globe.

To bridge the gap between cultures, Netflix has invested heavily in localization technology. Currently, their films and series are available with high-quality dubbing in 36 languages and subtitles in 33 languages. This infrastructure is the secret sauce that allows a hit show in Jakarta to become a trending topic in Madrid or São Paulo within hours of its release.

Indonesia’s Dominance on the Global Stage

Indonesia has emerged as one of the standout success stories in this new global ecosystem. The statistics are staggering: as of January 2025, no fewer than 35 Indonesian titles have secured spots on the Global Top 10 Non-English list. Domestically, the enthusiasm is even higher, with over 90% of Netflix subscribers in Indonesia choosing to watch local content throughout the past year.

We have seen this play out with massive hits. The zombie thriller Abadi Nan Jaya is a prime example, racking up over 11 million views within just a few days of its premiere. It didn't just top the charts in Indonesia; it hit the Top 10 in 75 different countries. Similarly, the period drama Gadis Kretek (Cigarette Girl) captured global attention with 1.6 million views in a single week, while the high-octane action film The Shadow Strays managed to break into the Top 10 in 85 countries shortly after its launch.

More Than Just Entertainment: Cultural Diplomacy

What makes these successes particularly impactful is how they weave Indonesian culture into the global zeitgeist. Abadi Nan Jaya didn't just give us zombies; it introduced international audiences to traditional jamu (herbal medicine) and the unique kantong semar (pitcher plant). Gadis Kretek sparked a renewed interest in the kebaya janggan and turned local landmarks like the Kretek Museum and the Ambarawa Railway Museum into must-visit destinations for fans.

Director Lucky Kuswandi highlights that this global platform provides a newfound sense of creative freedom. Unlike traditional cinema models that might demand specific genres to ensure local box-office success, the diversity of the Netflix audience allows filmmakers to experiment. Creators are no longer bound by rigid storytelling patterns, opening the door for a wider spectrum of narratives that reflect the true richness of Indonesian life.

Building a Sustainable Future for Creators

Beyond just streaming movies, Netflix is playing a pivotal role in professionalizing the local industry. Through initiatives like the Reel Life program in Indonesia and Thailand, more than 300 aspiring film and TV creators have received specialized training. This support extends to the technical backbone of the industry, with over 500 local professionals—including editors, line producers, and production accountants—participating in capacity-building workshops.

Furthermore, collaborations with organizations like the Indonesian Film Producers Association (APROFI) have led to the development of national production safety guidelines. This focus on infrastructure and standards ensures that the industry’s growth is sustainable. Globally, Netflix has poured over $135 billion into content production over the last ten years, partnering with more than 2,000 local production houses. As this investment continues, the message is clear: Indonesian cinema is no longer just a local pride—it’s a global powerhouse.