ince the release of Nayab in 2024 and following its international recognition along with Lux Style Awards for Best Actress and Best Film Director this year, I’ve been asked a question again and again, in passing conversations, at screenings, even in the most unexpected places: “When and where can we watch Nayab? We’ve heard very good things about it. We’ve heard so much about Yumna’s performance.”
People keep asking, ’“Is it available online, or will it come to Netflix?” It’s a reassuring question, because it tells you the film has travelled through word of mouth, through conversations, through people. But it also reveals something important. In today’s world, discovery begins with access. Before audiences engage with a film, they need to know where to find it.
They are asking where it exists. And increasingly, that “where” leads to one place — Netflix.
Federal Planning and Development Minister Ahsan Iqbal’s recent statement is encouraging because it recognises that the issue is not the quality of Pakistani content, but the route through which it reaches global platforms. Our industry has already produced films that meet international creative and technical standards.
India, meanwhile, continues to put out all kinds of content globally, while projects like the upcoming Operation Safed Sagar also present its own side of the region’s history. Streaming is, therefore, not only about entertainment; it also decides which stories the world gets to see and remember.
Now that this conversation has started at the right level, I hope it leads to real and direct access for Pakistani content on global platforms.
Why Netflix matters, especially in Pakistan
In Pakistan, we are not yet a fully subscription-driven market. Local OTT platforms exist, and some are doing serious work. Yet, the average viewer still hesitates to subscribe to multiple services.
But Netflix is different. Netflix has become a habit. A reference point. There is a certain psychology attached to it, a quiet fear of missing out. Viewers who might hesitate to pay for other platforms often make an exception for Netflix, which is why presence on Netflix today is not simply about distribution. It’s about belonging to the global conversation. And absence from it is equally telling.
The question we are not asking loudly enough is if Pakistani actors enjoy loyal audiences beyond Pakistan, if our music travels effortlessly, if we share the same meme culture, then why are our films not finding consistent space on Netflix for global audiences?