Netflix has said it would roll out a lower-priced mobile-only plan in India, which will help it tap into a price-sensitive market where data consumption on smartphones is on the rise.
It’s new plan is aimed at tackling cheaper offerings from rivals such as Amazon's Prime Video and Walt Disney India-owned Hotstar.
"After several months of testing, we've decided to roll out a lower-priced mobile-screen plan in India to complement our existing plans,” Netflix said in a letter to its shareholders. “We believe this plan, which will launch in Q3, will be an effective way to introduce a larger number of people in India to Netflix and to further expand our business in a market where Pay TV ARPU is low (below USD 5). We will continue to learn more after launch of this plan."
Netflix had said in March that it was testing a Rs 250 (USD 3.63) monthly subscription for mobile devices in India, where data plans are among the cheapest in the world.
Netflix currently offers three monthly plans in India, priced between Rs 500 and Rs 800. Hotstar, which also offers content from HBO and streams live sports, charges Rs 299 per month, and Amazon bundles its video and music streaming services with its Prime membership.
"We've been seeing nice steady increases in engagement with our Indian viewers that we think we can keep building on. Growth in that country is a marathon, so we're in it for the long haul," Netflix chief content officer Ted Sarandos said.