In a bid to expand its user base in India, Netflix is testing a mobile-only subscription model with specific users, sources in the know told Economic Times.
The mobile-only plan is worth Rs 250 per month, half of Netflix’s pricing for the basic plan. It allows subscribers to watch standard definition (SD) content on a single mobile or tablet screen at a time.
A Netflix spokesperson told ET, “We will be testing different options in select countries where members can 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.”
As of November 2018, Netflix had 50 million users in the US and around 137 million subscribers globally. Netflix had announced last year that the company aims to add around 100 million subscribers from India alone.
The video-streaming giant’s mobile-only plan is still costlier than rival Hotstar's subscription plans which start Rs 199 per month. Amazon Prime Video, on the other hand, is priced at Rs 129 per month. Zee Entertainment's ZEE5 is available at Rs 99 per month while ALTBalaji, the video streaming service of Reliance-backed Balaji Telefilms, is available at Rs 100 per three months.
In October 2018, Netflix chief product officer Greg Peters said the company is experimenting with the pricing models and hopes to grow its user base in the country. Peters had said, "We are just getting started in India. We will experiment with other pricing models and 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."