iWorld

Netflix's Bill Holmes on mobile-only subscription plans in India

Netflix has been experimenting with mobile-only plans in India

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/25/bill.jpg?itok=-O9bck63

BALI: When it comes to Netflix, pricing has always generated plenty of conversation and curiosity among consumers. On Wednesday, the streaming giants’ chief business development officer Bill Homes offered some insights into Netflix’s pricing experiments with mobile-only subscription plans in certain Asian markets.

Speaking at APOS 2019 in Bali, Indonesia, Holmes pointed out that the company had gone ahead with mobile-only subscription offerings in Thailand in November. Netflix is also experimenting with similar offerings in India and Malaysia.

"We’re excited about the growth we have seen, but we still have a tremendous way to go. For us, it’s really about constantly looking in each market at what are the next friction points we can address and how do we continue to improve the service to offer more value to our members," he said.

The mobile-only plans are priced at half the cost of a standard full Netflix subscription. Holmes revealed that these attempts have helped the super streamer register more viewing on mobile than traditional screens in some Asian pockets, especially Thailand.

Netflix CEO Reed Hastings recently described India as an exciting and super competitive market. The company, during its recent earnings call, said it intends to find a suitable pricing strategy for the country in order to add more subscribers.

Hotstar, which is the biggest over the top platform in India, offers plans for as low as $3 per month. Other formidable competitors like Amazon Prime Video India and ZEE5 among others are also priced lower than Netflix’s basic entry plan in India, which stand at around $7.30.

The difference in pricing within the market has encouraged Netflix to “experiment more with different pricing models that are a better fit for the market,” Holmes said.

“We might find that one works very well, and we’ll roll that out broadly, or we might find that the current way we’re testing it is not effective and we’ll keep working on it, but basically as a plan that is considerably less expensive than our basic plan, about half the price. So we’ll see if that works from the perspective of not just acquiring new members, but also in terms of retention and paid revenue if that is a win for us," the senior executive explained.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/20/facebook.jpg?itok=oScHhZ3E
Political parties spent Rs. 53 crore on digital platforms: Facebook ad library

There is no denying the fact that digital media has remained one of the strongest tools used by the political giants to woo the voters this election season.

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/20/vishal.jpg?itok=LNf_4l3g
Viu and Keshet International sign a two show deal for Indian audience

Viu, a leading OTT video service by PCCW, announces its alliance with Keshet International, the global production and distribution arm of Israeli media company, Keshet Media Group, for a two-show deal.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/18/pri.jpg?itok=iGlicica
Netflix names Priyanka Chaudhari as head of in-house Indian IP vertical

Netflix has made a new Indian hire as it gets serious about Indian content. Priyanka Chaudhari has joined Netflix India as a director and senior counsel – IP. In her role, she will handle IP, trademark and content issues. She will be reporting to the team in Los Angeles.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/17/netflix.jpg?itok=V37kXJ5k
7% Netflix viewers may cancel subscription after Disney+ launch

After dominating the digital entertainment space for the last few years, Netflix’s reign is now being challenged by upcoming Disney+.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/17/airetel.jpg?itok=kEBzO4GP
Airtel, Vodafone Idea’s user base plunges after minimum recharge plan rollout

Two leading telecom operators, Vodafone Idea Ltd (VIL) and Airtel have faced a significant reduction in user base after the rollout of minimum recharge plans.

iWorld Telecom
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/17/z5ee.jpg?itok=LvwCkFEd
ZEE5 lines up a Mega May for its Global viewers with Skyfire, Yours Truly, Thiravam and more

Global digital entertainment powerhouse ZEE5 has lined up a Mega May for its audiences across 190+ markets.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/16/amazon.jpg?itok=FiOsGomI
Get ready to binge-watch an all-new season of award-winning series Fleabag on Prime Video

Amazon Prime Video brings to its viewers a fresh line up of local, regional and global content across genres this week.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/16/eros.jpg?itok=CZguUj8Q
Eros Now Short Movies makes it to DFW South Asian Film Festival 2019

Eros Now, the cutting-edge digital over-the-top (OTT) South Asian entertainment platform owned by Eros International Plc, a Global Indian Entertainment Company, is known to offer diversified, engaging and entertaining content for its massive consumer base in India as well as globally.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/15/fb.jpg?itok=06knuydz
Facebook India partners with leading creative agencies to boost short-form video creativity

Facebook India today launched ‘Thumbstoppers’, a first-of-its-kind initiative to redefine short-form mobile video creativity in the country.

iWorld Social Media

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories