Netflix Inc is testing a ₹250 monthly subscription for mobile devices in India, the video streaming giant said, aiming to boost its presence in a price-sensitive market where data consumption on smartphones is surging.
California-based Netflix currently offers three monthly plans in India, ranging from ₹500 to 800, but those are still expensive compared with similar offerings from rivals.
Amazon’s Prime service, which offers video streaming, music and faster shipping of purchases, is priced at ₹999 a year while rival Hotstar has a free service as well as paid plans starting at ₹365 a year.
Netflix’s test plan at ₹250 a month gives users access to standard definition video on smartphones and tablets. “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,” a company spokesman said.
Netflix’s roster includes originals such as Sacred Games, Narcos and Bollywood films. However, its premium pricing is seen by critics as a stumbling block to bulking up its user base here.
Chief Executive Reed Hastings said late last year that Netdlix had no plans for cheaper prices in India, where it aims to win its next 100 million subscribers.