Most creators dream of getting a Netflix deal but Bhuvan Bam chose a different path that has become a case study in creator independence, after all. Studios contacted him about the web series Dhindora, when studios approached him about the idea that they wanted ownership of the project. Instead of giving up ownership, Bhuvan invested around $1.2 million from his own money and launched the series alone on YouTube which he said he funded himself through YouTube.
It was a huge risk. Bhuvan and his team were responsible for production, distribution and marketing in the absence of a streaming giant. But the chance paid off spectacularly. Dhindora went on to have 500 million views in just two years, proving that a creator–led production could be a huge hit and have the infrastructure of a traditional platform without a traditional platform. The success made the point that creators, once empowered to own their work, can stand up to mainstream entertainment in scale and magnitude.
Dhindora is not just about numbers; it’s about ownership. And so Bhuvan was in charge of the franchise, and also the future of Dhindora. That decision now comes full circle. And Netflix, which once sought ownership of Dhindora Season 2, is still owning it, and Bhuvan still has ownership rights. And it’s a rare instance of a creator coming from strength to strength, turning independence into leverage.
This moment for India’s digital creator economy is symbolic. It shows how proof of work, audience trust and brand building can sometimes trump deals. Bhuvan’s trajectory shows that creators don’t have to chase platforms; platforms will eventually chase them. His story resonates with a generation of young Indians who regard content creation not just as art but entrepreneurship.
Bhuvan Bam’s decision to self‑fund Dhindora was more than a financial risk it was a statement about creative ownership. As Netflix teams up with Season 2 now, the franchise is an early reminder that sometimes the world’s biggest asset is not the content itself, but the rights to it.
