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=UuTcS6V0

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/2020/08/04/zee5.jpg?itok=md3Y1MYH
ZEE5, INDIA’S ENTERTAINMENT SUPER-APP, BECOMES 6TH MOST GLOBALLY DOWNLOADED VIDEO STREAMING APP ON GOOGLE PLAY

As a ConTech leader and India’s Entertainment Super-App, ZEE5 has been instrumental in paving the way for digital video entertainment in India through bespoke content and integration of new technologies. The platform has proven to be a consumer favourite, not only in India; but also, globally, as...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/hoichoi.jpg?itok=03YNYJbv
hoichoi presents “First Day First Show”, a new property to stream Bengali feature films; SVF produced ‘Detective’ will mark its first Direct-to-Digital release

It is official! Anirban Bhattacharya starrer “Detective” will be heading for a Direct-to-Digital release on hoichoi. hoichoi announced a new property a day before, “First Day First Show” which will helm the direct releases of Bengali movies.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/03/mi.jpg?itok=3EfSdH0L
Microsoft in talks with ByteDance to acquire TikTok in the US

NEW DELHI: Tech giant Microsoft yesterday confirmed that it has held talks with Chinese technology company ByteDance to acquire its social app TikTok in the US. Microsoft said in a statement that it will keep working with the US government on a deal and intends to conclude talks by 15 September....

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/02/xxxuncens.jpg?itok=RpAHfj33
Defence ministry says armed forces-themed movies, shows need its NoC

MUMBAI: Censorship by any external regulatory body is something streamers and viewers in India are averse to. But there is at least in one area where they might have to yield to clipping scissors: how they depict the defence and armed forces in their shows and films. The Indian ministry of defence...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/01/mob.jpg?itok=WL1sndwg
Facebook introduces official music videos in India

Facebook today introduced official music videos on the platform and launched a new Music destination on Facebook Watch in India, to allow people to view their favorite music videos and come together through music.

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/01/Facebook-800.jpg?itok=y1KxLpe_
Facebook celebrates the power of people coming together to support one another in the next phase of its consumer marketing campaign for India

India, August 01, 2020: Facebook today launched the next phase of its consumer marketing campaign in India – ‘More Together’, to showcase how people across the country can do more together by harnessing the power of their connections on the platform – even more so in the current situation The...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/01/Sukesh%20Motwani.jpg?itok=MxtLtyVI
Sukesh Motwani on creating 'The Gone Game' during the pandemic

MUMBAI: Voot's upcoming series The Gone Game explores how the spread of Covid2019, besides its health ramifications, has taken an emotional toll on people's lives. The series is produced by Bodhi Tree Multimedia co-founder Sukesh Motwani, Mautik Tolia and creative producer Persis Siganporia. The...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/01/YouTube.jpg?itok=ZXLJLscR
YouTube's ad revenue growth slows down in Q2, subscription revenue sees good growth

KOLKATA: In the pandemic-hit period, Google-owned YouTube’s advertising revenue declined in the Q2 of 2020 compared to the previous quarter. It has raked $3.81 billion for the quarter up from $3.60 billion in the year-ago period but lower than $4.04 billion in Q1. 

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/01/MX%20Takatak.jpg?itok=K6N_xy2F
Newly launched MX TakaTak hosts popular 1 mn+ digital influencers

KOLKATA: The Indian youth has taken the world by storm, showcasing their myriad talents to both India and the world, with the emerging medium of short video. To support this new wave of innovation, MX Player’s short video app MX TakaTak has emerged as the new destination for content creators,...

iWorld Social Media

Sign up for our Newsletter

subscribe for latest stories

* indicates required