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Netflix testing Rs 250 mobile-only subscription in India

Netflix has upped its focus on the Indian market of late

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MUMBAI: Giant video-streaming service Netflix is believed to be experimenting with a mobile-only subscription for a select group of users in India. Rs 250 per month is what the streamer is hoping to charge for its mobile-only plan, half of its Rs 500 entry-level subscription price in the country.

According to ET Tech, subscribers can only consume standard definition (SD) content on one mobile or tablet screen at a time. This plan, however, is not part of Netflix’s currently monthly subscriptions that cost users Rs 500-800 depending on the nature of the plans.

“We will be testing different options in select countries where members can watch Netflix on their mobile device for a lower price and subscribe in shorter increments of time. Not everyone will see these options and we may never roll out these specific plans beyond the tests," a Netflix spokesperson said commenting on the development.

Last year, Netflix chief product officer Greg Peters, during earnings call, had said that the company would experiment with their pricing strategy in India in a bid to draw more users to its platforms.

Competing against the likes of Amazon Prime Video, Hotstar, ZEE5 among others, Netflix will remain the most expensive streaming service in India.

Earlier this week, Netflix CEO Reed Hastings had described the Indian OTT market as ‘super competitive’ and ‘exciting’.

"There is also lots happening on Amazon, and on Hotstar, which is now going to be owned by Disney... It's a super competitive, exciting market,” he said.

One of the hallmarks of the Indian market, Hastings highlighted, is the ongoing telecom revolution triggered by Mukesh Ambani’s Reliance Jio. According to him, there is "nothing more impressive in the world than what Reliance Jio has done in the past four years in India" to democratise internet accessibility.

This latest move by Netflix, in a sense, hopes to grab a share of the consumer’s attention and wallet by riding on Jio’s disruptive force.­

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