NETFLIX LAUNCHES NEW LOW-COST SUBSCRIPTION IN INDIA

Netflix  is testing a new low-cost subscription in India in pursuit of attracting more subscribers in the region. The American streamer created a “Mobile+” plan for some new and existing subscribers in Asia’s third-largest economy for 349 Indian rupees ($4.70) a month. The mobile-only plan that Netflix first launched in India last year, has since been expanded to nearly a dozen markets, including Malaysia. “We launched the Mobile Plan in India to make it easier for anyone with a smartphone to enjoy Netflix,” A Netflix Spokesperson said. “We want to see if members like the added choice this offer brings. We’ll only roll it out long-term if they do.”

The subscription offers streaming in high-definition (HD) quality and supports viewing across mobile, tablet and computer screens (but not TV). The decision for the new tier, first spotted by AndroidPure, arrives months after Netflix introduced a mobile-only plan in India that costs 199 Indian rupees ($2.70). The mobile-only plan restricts users from accessing the service from their computer screen or TV, and lowers the streaming quality to standard definition of 480p. Netflix’s traditional monthly subscription offering starts at 499 Indian rupees ($6.69), which restricts streaming quality to standard definition, and goes as high as 799 Indian rupees ($10.70) that supports simultaneous viewing (up to four) and streaming in ultra-high definition (4K).

The streaming giant, which has garnered nearly 193 million subscribers, has been exploring different strategies to make inroads in developing markets as it looks to maintain its growing momentum. Netflix, which has raised its monthly tariff in the U.S. in recent years, competes with more than three dozen on-demand streaming services in India, including its competitors Amazon Prime Video, Apple TV+ and Disney+ Hotstar.

Last year, Netflix said it had earmarked $420 million for producing and licensing content in India by the end of 2020. Last week, the streaming service announced 17 original shows and movies that it plans to release over the next few months. In an earnings call earlier this year, the company said it was “working really hard to try and make our offering in India more competitive, more attractive to members and members-to-be, and there’s a bunch of different product features we’ve been doing.”

Earlier this month, Netflix released “Indian Matchmaking,” an eight-episode show that tells the story of Matchmaker Sima Taparia as she works with singles and their families in India and the U.S. to find desirable mates for marriage. The series received mixed reviews, but still managed to generate more popularity than any other India-focused show or movie Netflix has produced to date.