iWorld

×

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=FmWnV43E

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/2019/08/24/akirtel.jpg?itok=vsm7xIzJ
Airtel offers up to 1,000 GB free data on broadband plans

After Jio announced its upcoming broadband plans, other players have also announced changes in their own. Airtel broadband is now offering its basic plan with 200GB additional data. The entertainment plan offers 500GB of additional data and the premium plan offers 1,000 GB of additional data that...

iWorld Broadband
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/netflix.jpg?itok=IxVhHdRh
Special episode of man v/s wild, featuring pm Modi on Netflix

MUMBAI: Indian Prime Minister, Narendra Modi’s special interaction with celebrity survivalist anchor, Bear Grylls is now streaming exclusively on Netflix across the world. The special edition of Man vs Wild, the global reality TV sensation hosted by Grylls has already broken Super Bowl 53s record...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/ballers.jpg?itok=stp-9No-
Ballers starring Dwayne Johnson returns with Season 5 on Hotstar Premium

MUMBAI: After a successful four season run, Comedy series Ballers returns with its fifth season! Starring Dwayne Johnson (Spenser Strasmore) and Created by Stephen Levinson, Ballers explores the glamorous and often cutthroat world of pro football through a group of past and present players striving...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/flipkart.jpg?itok=RyAmgYZu
Flipkart's entry into video streaming space more of an e-commerce play

Ever since Flipkart announced its entry into India’s booming video streaming space, it’s been the talk of the town. The Walmart-owned e-commerce platform will open it up for Flipkart Plus loyalty program members in a fashion similar to Amazon Prime Video.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/power.jpg?itok=QWT2VZnd
Witness the ultimate betrayal in Power season 6

MUMBAI: Success is the best revenge and James 'Ghost' St Patrick is here to claim both. Up against his son, it’s time for the ultimate showdown in New York and everyone will be slurped into this vortex. But by the end of it all who will remain standing?  SonyLIV, India’s first premium video on...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/rangbaaz.jpg?itok=NGpoc7eY
ZEE5 announces season 2 of flagship franchise Rangbaaz

MUMBAI: After the phenomenal success of the first season of its marquee gangster drama, ZEE5, India’s fastest growing OTT platform, announces Rangbaaz Season 2 starring Jimmy Shergill and Gul Panag in lead roles. Written by Siddharth Mishra (who also wrote Season 1), directed by Sachin Pathak and...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/netflix.jpg?itok=vhpNbWR9
Netflix sees 83% rise in price-related search after India-specific plan

MUMBAI: SEMrush, the online visibility management and content marketing SaaS Platform, recently conducted data analysis on three most trending media services in India – Netflix, Amazon Prime, and Tata Sky. The case study revealed amazingly interesting facts regarding the growth of traffic from...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/hotstar.jpg?itok=C6AWsALl
From novels to personal screen – these book adaptations on Hotstar Premium are a must watch

MUMBAI: While some people find joy in turning pages and letting imagination take over, others simply prefer enjoying the celluloid version of the same story. As the constants debate of ‘which is better’ continues, here’s a look at some TV shows based on books that you can enjoy right away on...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/mobile-analytics.jpg?itok=zUD0NdtO
Digital segment projected to reach Rs 386 billion by FY22: KPMG

The digital segment of the India media and entertainment industry is projected to reach Rs 386 billion by FY22 from Rs 173 billion in FY19. The burgeoning sector is set to overtake print media and be behind TV within the same period, according to India’s Digital Future, a report by KPMG. By FY24,...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories