Netflix experimenting with Rs 250 mobile-only subscription plan in India
MUMBAI: With an aim to expand its subscription base in India, the video streaming giant Netflix is experimenting with the low cost mobile-only subscription at Rs 250 per month with the selected user. This is half of the Rs 500 that the streaming platform charges for its base subscription pack.
According to a report in ET Tech, the mobile-only plan allows subscribers to watch standard definition (SD) content on a single mobile or tablet screen at a time.
In 2018, the company had revealed plans to launch low-cost subscription plans for the Indian market. In a conference call with analysts, Netflix management had stated that the company is planning to experiment with lower pricing models for the Indian market as part of its ambitious target to acquire the next 100 million subscribers from the market.
“Now we’ll experiment with other pricing models, not only for India, but around the world that allow us to sort of broaden access by providing a pricing tier that sits below our current lowest tier and we’ll see how that does in terms of being able to accelerate our growth and get more access. But even on the existing model, we feel like we have a long runway ahead of us in India,” Netflix chief product office Greg Peters had said during earnings conference call after Q3 results last year.
Netflix co-founder and CEO Reed Hastings had also revealed that the platform will expand beyond English into Hindi and then into many more languages, more pricing options, more bundling, all of those things are possible.
“There are over 300 million mobile phone subscriptions or households that are almost twice that in mobile phone subscription. So there’s a huge market and people in India like around the world love watching television. Now, we’ll take one million out of time and figure out how to expand the market as we grow.”
Currently, Netflix has three monthly subscription plans in India priced Rs 500 (basic), Rs 650 (standard HD), and Rs 800 (ultra HD).