Netflix testing mobile only subscription service in India at Rs 250/month to compete with rivals

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American media service provider Netflix is testing a mobile only service which costs ₹250/month only and pilot is specifically designed for mobile. The California based media giant confirmed existence of the on going pilot but also asserted that it is just a test and not a official roll-out. Reportedly prior to this, the same pilot was done in Malaysia which reflects the seriousness of the Netflix towards the on going mobile only based subscription test.

“We are always looking for ways to make Netflix more enjoyable and accessible. We will be testing different options in select countries where members can, for example, watch Netflix on their mobile device for a lower price and subscribe in shorter increments of time,” Netflix spokesperson quoted as saying to Gadgets360.

Along with this many Netflix users also confirmed the existence of such a plan. The mobile only plan of Netflix does not offer HD or Ultra HD content and can only be viewed one screen at a time.

Also, the test is offered to selected users and may or may not see official roll-out. Currently, Netflix offers three plans with its basic plan at ₹500, standard plan at ₹650 and premium plan at ₹800 per month. All of these are much higher as compared to its rivals which are offering monthly viewership plan at less than ₹200.

Netflix has been bullish about the Indian market and the company CEO Reed Hastings had told Reuters in November last year that India could deliver the next 100 million subscribers for the streaming service. Although, he had categorically denied any plans to introduce lower prices for the India.

As per a research report from Kalagato, released in November 2018, Netflix ranked 8th in the country based on the total subscribers, below the likes of Hotstar, Jio TV, Zee5, Jio Cinema and SonyLiv. The test of mobile only subscription can be its next move to compete with other rivals which are offering content at a very low subscription rate.


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