Netflix, giant over-the-top (OTT) platform is experimenting with a new pricing strategy for the Indian consumers. The video-on-demand streaming service is testing a new “Mobile+” plan at ₹349 per month. The key highlight of the plan is support for HD streaming on laptops, tablets, Mac, and Chromebook. However, it won’t work on smart televisions. In addition, you can only stream a single device at a time.
“We launched the Mobile Plan in India to make it easier for anyone with a smartphone to enjoy Netflix. We want to see if members like the added choice this offer bring. We’ll only roll it out long-term if they do,” Netflix India said.
The plan is priced lower than its existing entry-level monthly plan which is at ₹499. The pre-existing plan provides streaming on the same devices but on Standard Definition (SD).
The move is intended to expand access to its service in the country. Although this is not the first time that Netflix attempted to penetrate the affordable segment. Last year, the company launched the ₹199 mobile-only plan with support for SD streaming (Standard Definition). It then further added other high-priced subscription plans, ₹649 standard plan, and ₹799 premium plan in India.
|Netflix Plan||Monthly Subscription||Annual Subscription|
|Mobile (1 Screen)||₹199||₹2388|
|Mobile+ (1 Screen)||₹349||₹4188|
|Basic (1 Screen)||₹499||₹5988|
|Standard (2 Screen)||₹649||₹7788|
|Premium (4 Screen)||₹799||₹9588|
“We have been working really hard to try and make our offering in India more competitive, more attractive to members and members-to-be, and there’s a bunch of different product features we’ve been doing, partnerships and payments integrations,” said Netflix CPO Greg Peters earlier this year.
Not just Netflix, other OTT platforms like Amazon Prime Video, Apple TV+, Disney+, Hotstar, Essel Group’s ZEE5, and Times Internet are also aggressively working towards increasing the subscriber base in India. Apple TV+ comes at a monthly subscription of Rs 99. Amazon Prime Video subscription costs Rs 129 per month and Rs 999 a year. Hotstar, on the other hand, offers free streaming for Star TV content but charges a premium of Rs 190 for international TV shows and movies or the latest Hindi movies. Disney+ content that is available on Hotstar in India, has a Rs 999 annual and a Rs 299 monthly plan.