Almost six years after Netflix launched its service in India, the global streaming giant is still struggling to find enough customers willing to pay what is already one of the most affordable prices in the world.
The U.S. company further lowered the subscription price in India on Tuesday, reducing the cost of each monthly subscription level by at least 18 percent and up to 60.1 percent. The Netflix Basic plan, which allows streaming to any device but limits the resolution to 480p, now costs 199 ($ 2.6) in India, up from 499 ($ 6.6).
Netflix Standard, which improves video resolution to HD (720p) and allows two simultaneous views, now costs 499, down from 649 ($ 8.5). Netflix Premium, which offers four simultaneous views and streams in UltraHD (4K) video quality, now costs 649, down from 799 ($ 10.5).
This isn’t the first time Netflix has played with pricing in India. In 2019, after months of testing, Netflix unveiled a “mobile-only” tier in India, a world first priced at 199. That plan is now available for 149 ($ 1.96), Netflix said today.
India is one of the biggest entertainment markets in the world. But Netflix has struggled to produce content that helps it woo customers beyond a small circle of loud Twitter users in the country – despite losing nearly a billion dollars. dollars to date.
At the same time, Disney’s Hotstar continues to dominate the market – without much help from Twitter – thanks to a much larger library of ad-supported local content, syndication deals with international giants such as HBO. , as well as almost all sports broadcasting rights. . Their biggest challenger in the country remains YouTube, which App Annie says reaches around half a billion users in the South Asian market.
Research firm Mobile Partners Asia estimates India will have 89 million people paying for subscription services by the end of this year, up from 57 million last year.
Tuesday’s price drop in India, for which Netflix has provided no explanation, comes at a time when the streaming giant has raised the monthly price in several parts of the world.
Further reading: How Netflix groped India.