Indian Netflix subscribers are among the highest downloaders of content globally. Interestingly, In India, more people sign in on the mobile than anywhere else in the world. Until now, in India Netflix offered three plans starting at Rs 500 going up to Rs 800/month.
In a first of its kind, global streaming service Netflix has introduced the ‘Made for India’ mobile plan for the Indian market. The Rs-199 per month plan will allow users to access uninterrupted and ad-free Netflix content in standard definition (SD) on one smartphone/tablet at a time.
Earlier the plans were rumoured to be around Rs 250 per month, however, the online streaming platform has capped the same under Rs 200. For now, this plan is limited only to India and isn’t available in any other parts of the world. However, Netflix executives have confirmed that the company is testing the plan in some other parts of the world as well.
Netflix has officially revealed that India has the biggest smartphone user base, globally. The streaming service is also aiming to target the tier two and tier three segment of the country. The users are surely going to be in with a personalized experience to the smartphone with the launch of this new plan. The Rs 199 plan goes live today, although supports only one screen. The mobile-only plan supports SD streaming.
With this low-cost plan, the video streaming service Netflix will give a tough fight to other video streaming services in India such as Amazon Prime Video, Hotstar, Zee5, ALT Balaji and others.
Currently, in India, Netflix has three plans:
- Basic plan for which the user needs to pay Rs 499 every month (one screen)
- Standard plan which costs Rs 649/per month (two screens)
- Premium plan for which the user will need to pay Rs 799/month (four screens)
This announcement comes a few days after Netflix announced its second-quarter results. Commenting on the importance of the Indian market, Jessica Lee, Vice President, Communications, Asia, Netflix, says,
India is the only country where we are launching a mobile-only plan. The country is a pillar for us. With the huge population rise, rising middle class and all the entertainment that we can create out of India, it is an important play in the books of Netflix.
On the usage front, Netflix says that 70 per cent of the subscribers watch at least one film a week on their platform. According to a FICCI-EY 2019 report, Indians spend 30 per cent of their phone time – and over 70 per cent of their mobile data – on entertainment.
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