Netflix wants to try out mobile-only subscription offer in India. This is expected to be priced at half the rate at which the regular subscription is available, which will be Rs 250 a month against Rs 500-800 a month, reports Economic Times. Netflix had run this mobile-only subscription model in markets like Malaysia some months earlier. The model envisages a single device access to standard definition (SD) contents and there may be some restrictions on the programmes that can be watched with this subscription. The full suite of contents on the platform may not be available.
Even with this 50% off mobile-only subscription, Netflix charges higher than practically all other video streaming services in the country. The Indian players like Zee5 and ALTBalaji collect only Rs 100 a month while players like Amazon and Hotstar charge Rs 129 and Rs 199 respectively.
Netflix claims it may not expand this mobile-only plan beyond a point. Right now, it is reportedly only being tested. On the pricing front, Netflix’s argument is interesting. They say customers must compare their subscription rates to the cost of a movie ticket. As the service brings the latest movies into the homes of the customers, the comparison must be with the amount saved on watching it in a theatre.
“We will be testing different options in select countries where members can watch Netflix on their mobile device for a lower price and subscribe in shorter increments of time. Not everyone will see these options and we may never roll out these specific plans beyond the tests,” A Netflix spokesperson told ET, confirming the development.
However, on an earlier occasion, Netflix had revealed its plans for the Indian market and on the pricing issue the company had said it might keep experimenting different pricing models. They say they are committed to this market and the ecosystem it brings along. As reported earlier, the company has taken a large 1.5 lakh square feet space in Mumbai’s prime commercial district and has been commissioning exclusive India-focused contents to be produced as well.