Netflix India

Goa

At the International Film Festival of India (IFFI) 2024, Social & Media Matters, in collaboration with Netflix India, launched an engaging on-ground initiative to build awareness around parental controls, age ratings, and the value of co-watching as a powerful way for families to connect through digital content.

The interactive booth drew over 2,000 unique visitors, including parents, educators, caregivers, and film lovers. Through memory-based games and hands-on demonstrations, families learned to:

• Set content restrictions
• Use screen-time limits
• Create child-friendly profiles

70% of participants reported improved awareness of Netflix’s parental control tools, and many parents appreciated a curated set of 10 conversation prompts for deeper family reflection—far more engaging than routine questions like “Did you enjoy it?”

Online, the campaign reached 187,664 accounts, generated 278,265 impressions, and recorded 217,899 reel plays.

Micro-influencers and celebrity voices further amplified the campaign, sharing stories about digital literacy, family viewing habits, and the need for thoughtful tech use in parenting.

• Only 5% of parents were initially aware of Netflix’s parental controls
• Many misunderstood age ratings (e.g., “U” as “underage”)
• Interactive demos proved more effective than verbal explanations
• Young adults emerged as strong digital advocates within families

Building on this momentum, Social & Media Matters and Netflix aim to:

• Expand to book fairs, cultural festivals, and parent-focused events
• Launch multi-channel campaigns with educators and influencers
• Promote responsible viewing habits as a core part of digital parenting

This initiative sparked a vital conversation around digital safety and intergenerational dialogue. By making tools like parental controls more accessible—and co-watching more meaningful—families are better equipped to navigate online entertainment together.