Netflix is testing a brand new low-cost pricing tier in India because the on-demand video streaming service appears to be like to court docket extra subscribers in Asia’s third-largest economic system.
The American big has unveiled a “Mobile+” plan for some new and present subscribers in India that delivers streaming in high-definition (HD) high quality and helps viewing throughout cellular, pill, and pc screens (however not TV). The month-to-month tier is priced at 349 Indian rupees ($4.7).
The testing of the brand new tier, first noticed by AndroidPure, comes months after Netflix launched a mobile-only plan in India that’s priced at 199 Indian rupees ($2.7). The mobile-only plan, because the title suggests, restricts customers from accessing the service from their pc display or TV, and lowers the streaming high quality to straightforward definition (480p.)
Netflix’s conventional month-to-month subscription providing begins at 499 Indian rupees ($6.69), which restricts streaming high quality to straightforward definition, and goes as excessive as 799 Indian rupees ($10.7) that helps 4 simultaneous viewing and streaming in extremely excessive definition (4K).
A Netflix spokesperson confirmed the brand new check to TechCrunch.
“We launched the Mobile Plan in India to make it simpler for anybody with a smartphone to get pleasure from Netflix. We need to see if members just like the added selection this provide brings. We’ll solely roll it out long-term in the event that they do,” the spokesperson stated.
The timing of the brand new check is not any coincidence. Earlier this month, Netflix debuted “Indian Matchmaking,” an eight-episode present that follows matchmaker Sima Taparia as she works with singles and their households in India and the U.S. to search out fascinating mates for marriage.
“Indian Matchmaking,” which has acquired combined evaluations, has nonetheless managed to generate extra buzz than some other India-focused present or film Netflix has produced thus far. Arif Janmohamed, a companion at Lightspeed, stated he believes the present has lastly enabled Netflix to “crack the Next Billion.”
The streaming big, which has amassed practically 193 million subscribers, has been exploring completely different methods to make inroads in growing markets because it appears to be like to take care of its rising momentum.
Netflix, which has raised its month-to-month tariff within the U.S. lately, competes with greater than three dozen on-demand streaming companies in India together with its international rivals Amazon Prime Video, Apple TV+, Hotstar+ Disney, all of that are aggressively priced.
In an earnings name earlier this 12 months, an organization government stated Netflix was “working actually exhausting to attempt to make our providing in India extra aggressive, extra engaging to members and members-to-be, and there’s a bunch of various product options we’ve been doing.”
Last 12 months, Netflix stated it had earmarked $420 million for producing and licensing content material in India by the tip of 2020. Last week, the streaming service introduced 17 unique reveals and films that it plans to launch over the following few months.
The mobile-only plan that Netflix first launched in India final 12 months — after testing that for months — has since been expanded to almost a dozen markets together with Malaysia.