Netflix turns cheap in India
Netflix is trialling a low-cost, mobile-only subscriptions in India. The streamer launched in the market with a INR500 ($7.2) per month entry-level sub but has cut that fee in half for the mobile iteration.
The company has been testing lower-priced plans in a number of emerging markets in the past few months.
The Indian SD-only test is taking place with select users who can only watch content on a single handset. However, the sub is still more expensive than Amazon Prime Video in India, which comes in at INR129.
On the positive side, three-fifths of Indian Internet users watch video on their smartphones to every day, according to Ampere Analysis. And Indian Netflix users watch far more video than the average, with two-thirds viewing on a daily basis.
“As well as tapping into the country’s high smartphone video viewing, the plan could bring about opportunities for partnerships between Netflix and mobile operators,” says Ampere Analysis. “This is because the automatic mechanism to pay monthly for a digital service through traditional banking is something very few people in India have the means to do, and operators can act as mediators between SVoD companies and consumers.”