A few months ago, we reported that Netflix is testing a cheaper mobile-only plan of Rs 250 that allows users to view content only on mobile phones and one-screen at a time. However, the video streaming giant was actually testing the cheaper mobile-only in some countries and India is one of them. Netflix has now confirmed that it's going to launch the Rs 250 mobile-only plan in India to drive subscriber base. In India, most of the mobile phone customers are watching content through mobile data itself, and Netflix is aiming to build on the same aspect. The company is looking to increase its subscriber base with the upcoming mobile-only plan that may cost Rs 250 per month.
Netflix Confirms the Launch of Mobile-Only Plan in India
In a letter to shareholders, Netflix said: "After several months of testing, we've decided to roll out a lower-priced mobile-screen plan in India to complement our existing plans." Entered back in 2016, Netflix was initially criticised for its pricing strategy in the country, but back then, Netflix didn't have much competition to face, so subscribers chose the platform. Right now, competition in the video-on-demand market has grown and there are several platforms to choose- Amazon Prime Video, Hotstar, ZEE5, Sun NXT and so on.
According to Netflix, the cheaper mobile-only plan will reach India in Q3. “We believe this plan, which will launch in Q3, will be an effective way to introduce a larger number of people in India to Netflix and to further expand our business in a market where Pay TV ARPU is low (below $5). We will continue to learn more after the launch of this plan," added Netflix in its letter to shareholders, reported Reuters.
In India, Amazon Prime costs just Rs 999 for an entire year and users can watch content for free from Amazon Prime Video. But that's not the case with Netflix as its plans are priced between Rs 500 and Rs 800 for a single month. But Netflix is changing that with the mobile-only plan.
This move from Netflix comes right after the quarterly results where it noticed lower subscriber addition.
What Does Netflix Mobile-Only Plan Offers?
Netflix is already testing the mobile-only plan with select customers in the country. The plan, which costs Rs 250 per month, allows users to watch content on one-screen at a time and that too only on a mobile phone. Also, Netflix announced weekly subscription plans for mobile users; The weekly prices are set as Rs 65, Rs 125, Rs 165 and Rs 200.
As the price itself states, the Rs 65 plan is the Netflix Basic plan for mobile phone users as it allows them to watch content on a single screen. The Rs 125 plan allows users to watch content on two screens at one time, whereas the Rs 165 plan will enable them to stream content on Ultra HD quality.
Netflix just said that the cheaper mobile-only plan is coming to India in Q3, but it did not reveal any specific launch date.