MUMBAI: Challenge for few, exhilaration for many. Netflix CFO David Wells has shown a keen interest in expanding its library of original content. The streaming service is driving towards having half the content to be original production over the next five years. The rest will represent licensed TV shows and movies.

Wells said that they had been on a multiyear transition and evolution toward more of their owned content. Marking a shift in the balance between licensed and commissioned content, the service is already one-third to halfway towards reaching this target.

According to Wells, the goal for Netflix was to release something that appeals to each individual subscriber. On that front, they had got ways to go across different genres and formats. The nice thing about the platform was that it allows a lot of creative freedom, allowing for episodes of varying lengths.

It's been three years since Netflix started making original programming with House of Cards, Daredevil and more recently Stranger Things. In the movie space, the service has Adam Sandler's The Ridiculous 6.

Internationally, Netflix aims for about 80 per cent Hollywood content and 20 per cent local programming. Wells said that the exception was Japan, where Netflix bent more toward 50 per cent local content. About having an ad-supported model, Wells said that there was no such immediate plan.