This mobile-specific plan is Netflix’s ambitious plans to acquire “100 million subscribers” from India.
For Netflix, the ever-increasing Indian market space continues to drive them to tinker and tweak their product. Owing to this, it has now extended its cheaper mobile-only subscription trials to India. This new plan has been rolled out for select users in India. However, the company has not confirmed if it’s an official roll-out plan or a price cut.
“We are always looking for ways to make Netflix more enjoyable and accessible. We will be testing different options in select countries where members can, for example, watch Netflix on their mobile device for a lower price and subscribe in shorter increments of time. Not everyone will see these options and we may never roll out these specific plans beyond the tests,” a Netflix spokesperson said in a statement.
This is not the first time, Netflix has launched a cheaper version in any country. Earlier, it had rolled out a cheaper subscription plan in Malaysia in November last year. This plan was priced at half of its current basic plan.
Economic Times had also reported that Netflix’s mobile-only plan is available for Rs 250 per month. If we compare it to Netflix’s monthly subscription plan, it starts at Rs 500 per month. It also offers two more options Standard and Premium, priced at Rs 650 per month and Rs 800 per month respectively.
This mobile-specific plan is Netflix’s ambitious plans to acquire “100 million subscribers” from India. In this wake, it is also tying up with local content creators and investing in originals. As of last year, Netflix did announce as many as seven new original products for Asia, and nine for India.
However, the road is not a perfect cruise for Netflix as it faces stiff competition from Disney-backed Hotstar and Alt Balaji. Also, there is Amazon Prime Video which is gaining some real momentum with brilliant shows in the recent past.
“Now it is true that Youtube is free, and Amazon is basically free, and cable is extremely inexpensive because it’s ad-supported. To some degree that creates a consumer expectation,” Netflix chief executive Reed Hastings last year.