Netflix decided to drop monthly subscription pricing in more than 100 territories globally. The SVOD Basic tier will record the highest percentage drop across a large number of territories, which span Central and South America, Sub-Saharan Africa, the Middle East and North Africa, Central and Eastern Europe, and the Asia Pacific. These regions will see discounts from 20% to nearly 60%, with the price drop kicking in instantly for new and existing subscribers.
However, not all Standard tier subscribers in markets which are receiving a discount to the Basic tier are to get a price reduction. Subscribers in Vietnam and Malaysia, for example, will miss out, whilst the remainder will receive discounts ranging from 13% (just in the Philippines) to almost 50%. The Philippines joins Vietnam and Malaysia in receiving no discount for the Premium tier either, while all other discounted markets will receive a price drop of between 17% and 43%.
Netflix’s mobile tier, predominantly offered in markets with low fixed-line broadband penetration, will get price drops ranging between 25% and 33% in most markets. However, in more populous markets, such as India, Indonesia, Thailand, Malaysia, Philippines, Vietnam, Pakistan, and Nigeria, the tier will not be discounted.
Among the countries receiving a discount, Netflix is offered in local currency in little more than ten. Localized pricing serves as a key way to increase accessibility for customers, ensuring subscribers are not exposed to currency volatility, such as the particularly strong USD in 2022. Netflix’s pricing was also passively localized in Croatia at the beginning of this year when the country joined the Eurozone.
Across the ten markets (Indonesia, Thailand, Malaysia, Philippines, Egypt, Ecuador, Vietnam, Morocco, Croatia, and Kenya) which will see discounts to localized pricing, Netflix has a combined total of more than 10 million subscribers. This suggests that more than 5% of Netflix’s 200 million subscribers will see a reduction in the monthly price they pay for the service, Ampere Analysis noted in its latest report.
“With Netflix reportedly planning to charge consumers extra to have additional 'out of home' user access their account, these price drops potentially cancel out the extra cost to subscribers currently sharing accounts. While this move will have a negative average revenue per user (ARPU) impact on Netflix in these emerging markets, it could drive subscriber additions amongst consumers yet to take the service,” said Toby Holleran, Research Manager at Ampere Analysis and the author of the report.
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