iWorld
Report on Shemaroo

Netflix looks to further reduce prices in India

Netflix has considerably expanded its Indian original library of late

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/17/netflix.jpg?itok=LF38U_08

MUMBAI: Netflix finally understands the requirement of price-conscious India. Despite significant investment in the country, the streaming giant hasn’t been able to break into the top three OTT platforms list. So, the company has realized the need to lower prices to broaden its accessibility and add more subscribers. Along with that, the company is also adopting the right payments models to make consumers feel comfortable to pay.

“We're quite certain that we should do something to find a price tier that's lower than the existing lowest price tier to broaden that accessibility. We think that they'll be important to adding members in India. We'll see what the right mix of features is at the right price point in a way that the consumer can relate to. It has to be natural and intuitive to the consumer. So we've got more work to go do there, but it's something we're highly focused on,” Netflix chief product officer Greg Peters said in an earnings call after Q1 result.

It was reported a few weeks ago that the Netflix was experimenting with a mobile-only monthly plan priced at Rs 250 and weekly plan priced at Rs 65. The mobile-only plans will allow users to access the platform on mobile phones and tablets but only on one screen at a time. Peters thinks mobile-only plans can be a great example to get subscriber economy right but the company is uncertain if it’s the right model or whether something else should be tested.

Netflix has considerably expanded its Indian original library since the launch of Sacred Games. After the release of another big hit Delhi Crime, the company recently announced 12 new Original films. Peters also stated that Delhi Crime has been a success both in India and outside the country. He added that Netflix is getting the payback of high investment in Indian local language content in the form of excitement and member growth as well as watch time growth which is encouraging it to stick to the existing path.

According to Peters, local stories are an opportunity for Netflix to look at how to broaden the accessibility of the service to more Indian consumers.

“And so part of that is making sure that we have the right payment models in place and innovating and testing our new models to make the Indian consumer feel like they have existing ways of paying that are natural to them that they can use to pay for Netflix,” he stated.

While home-grown platforms are also highly dependent on telecom and broadband partners to acquire consumers, Netflix is also emphasizing the importance of partnership. Peters said that its partnership with Airtel is working well. Hence, he thinks it’s important to use existing different go-to-market mechanisms to make it easy for consumers to sign up.

“We're also trying to do a bunch of experimentation with just our plan structure and thinking about pricing and plans. We’re testing different models that allow us to bring a lower price plan with the right feature set in a way that any consumer around the world can understand so we can broaden access to the service. So all of that is an ongoing effort that we think is a great match for the broadening of the Indian content catalog that we have,” Peters explained.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/19/altbalaji-800.jpg?itok=xAVPUJdC
ALTBalaji subscription up by 42% y-o-y in FY21

KOLKATA: ALTBalaji seems to be driving the growth of Balaji Telefilms with a 42 per cent growth in subscriptions for FY21. The platform sold a total of 4.7 million subscriptions for the year, compared to Rs 3.4 million in FY20.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/18/hipi.jpg?itok=hY19GUgq
HiPi launches on android, to be available for ioS soon

Short video platform HiPi has announced a separate app in the user-generated content (UGC) market. After being a part of Zee5 as a beta version since its launch in 2020, ‘HiPi ka naya adda’ will now be available for Android users from 18 June and iOS users from 22 June. 

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/18/photogrid_plus_1624022233852.jpg?itok=5LWHMrxX
MX TakaTak co-powers the ninth edition of Miss Diva

KOLKATA: Promising users compelling content across categories, MX TakaTak on Friday announced its association with the ninth edition of Miss Diva as the Co-powered by Sponsor for this coveted pageant. The nationwide hunt to select representatives from across the country commenced on 11 June and...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/18/naz.jpg?itok=Cmla0yqr
Nazara Technologies to acquire gaming agency Publishme

Nazara Technologies Limited announced that it has signed a binding term sheet to acquire a majority stake in Arrakis Tanitim Organizasyon Pazarlama San. Tic. Ltd. Sti (Publishme), the largest mobile game publishing agency in the Middle East and Turkey.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/photogrid_plus_1623933796698.jpg?itok=zvAHBEti
Snapchat premieres new Creator Shows with Anushka Sen & Vir Das

New Delhi: Snap has announced the launch of its first local and original Indian Creator shows produced by Qyuki and featuring television actress Anushka Sen and comedian Vir Das. Powered by relatable characters made for Snapchat’s mobile first audience, the shows will air exclusively on Snapchat...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/dek.jpg?itok=R_5SsvQW
Zee5 unveils new brand campaign to promote Rs 499 subscription plan

As Zee5 keeps adding new content to its portfolio, it is also revising its annual subscription package to get more eyeballs. It has priced down its annual subscription to Rs 499 from Rs 999 for a limited period.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/as.jpg?itok=5CiF05FF
Amazon Studios launches inclusion policy & playbook

This is one production studio which is putting its money where its mouth is. And it should even get a nod of appreciation from the Indian ministries of information and broadcasting, electronics and information technology, and even education.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/16/discovery.jpg?itok=d2NlR53o
discovery+ unveils special content line-up for sports fans

With the sporting action on a pause, fans are scrambling for ways to enjoy their favourite sports. Streaming platform discovery+ on Wednesday, unveiled its new content line-up with a host of gripping documentaries to keep the fans engaged, as they wait for the real action. 

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/16/photogrid_plus_1623850060882.jpg?itok=rMN_Efxw
SonyLIV appoints Sreedhar Reddy Komalla as Telugu Content head

Kolkata: SonyLIV has appointed Sreedhar Reddy Komalla as Telugu Content head, Digital Business. In his new role, Reddy will primarily focus on leading the expansion plans of the Telugu vertical of SonyLIV for users across markets.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required