Netflix is attempting to win over users in India with the launch of a lower-priced mobile plan, which will see it get closer to local rivals in terms of service cost.
The mobile plan, which is being introduced just days after the company revealed that it fell well short of global subscriber targets for Q2 2019, costs 199 rupees (£2.31/$2.88). Members on the plan will be able to watch all Netflix content in standard definition on one smartphone or tablet at a time. The plan joins the existing basic (499 rupees), standard (649 rupees), and premium (799 rupees) plans in the country.
The TV and movie streaming firm began testing its lower-priced option in Malaysia at the backend of 2018, before extending the trial to a small group of Indian users in March this year. During the trial, the plan was priced at 250 rupees.
“Our members in India watch more on their mobiles than members anywhere else in the world – and they love to download our shows and films,” said Ajay Arora, director of product innovation at Netflix.”We believe this new plan will make Netflix even more accessible and better suit people who like to watch on their smartphones and tablets – both on the go and at home.”
Though the lower-priced plan means Netflix is now offering its service at a price a lot closer to its competition in India, it is still more expensive than Amazon Prime’s 129 rupees a month, Zee Entertainment’s Zee5’s 99 rupees a month, and Balaji Telefilms’ 100 rupees for three months. The new tier does, however, bring Netflix on par with Hotstar’s starting price point of 199 rupees.