Netflix has begun testing a cheaper mobile-only subscription with a small group of users in India, as it seeks to grow its user base in the South Asia nation. The launch of the trial comes after the streaming service introduced a similar trial to Malaysia in November 2018.
The mobile plan enables subscribers to watch shows standard definition (SD) TV and movie content on one smartphone or tablet at a time, according to the Economic Times. For the service, Netflix is charging 250 rupees (around £2.76/$3.62) each month, which is half the 500 rupees that Netflix’s entry-level plan costs.
Despite the lower price offering, Netflix’s service still costs more than its rivals in India. Amazon Prime is priced at 129 rupees, while Hotstar’s plans start at 199 rupees. Furthermore, Zee Entertainment’s Zee5 costs 99 rupees and Balaji Telefilms costs just 100 rupees for three months.
Last year, Netflix CEO Reed Hastings said that the company would begin testing cheaper plans in some markets. Despite not saying these trials would be launched in Asia, it was always pretty clear that would be the case, as the company has seen slow growth in the region and is investing heavily to change that.