Netflix is testing a new low-cost subscription plan in India as the company looks to gain more subscribers in Asia’s 3rd-largest economy.
Netflix unveiled a “Mobile+” plan for some new and existing subscribers in India that delivers streaming in high-definition (HD) quality and supports viewing across mobile, tablet, and computer screens. The monthly plan is priced at INR 349 ($4.70).
The testing of the new plan, first spotted by AndroidPure, comes months after Netflix introduced a mobile-only plan in India that is priced at INR199 ($2.70). The mobile-only plan, as the name suggests, restricts users from accessing Netflix from their computer screen or TV, and lowers the streaming quality to standard definition (480p.)
Netflix’s traditional monthly subscription offering starts at INR 499 ($6.69), which restricts streaming quality to standard definition, and goes as high as INR 799 ($10.70) that support simultaneous viewing (up to 4) and streaming in ultra-high definition.
“We launched the Mobile Plan in India to make it easier for anyone with a smartphone to enjoy Netflix. We want to see if members like the added choice this offer bring. We’ll only roll it out long-term if they do,” the spokesperson said.
Earlier this month, Netflix debuted “Indian Matchmaking,” an 8-episode show that follows matchmaker Sima Taparia as she works with singles and their families in India and the U.S. to find desirable mates for marriage.
“Indian Matchmaking,” which has received mixed reviews, has still managed to generate more buzz than any other India-focused show or movie Netflix has produced to date. Arif Janmohamed, a partner at Lightspeed, said he believes the show has finally enabled Netflix to “crack the Next Billion.”
You heard it here first. Netflix Q3 subscribers are going way up thanks to Indian Matchmaking. They just cracked the Next Billion.
— Arif Janmohamed (@arifj) July 18, 2020
Netflix has amassed nearly 193 million subscribers and has been exploring different strategies to make inroads in developing markets as it looks to maintain its growth momentum.
In an earnings call earlier this year, a company executive said Netflix 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.”
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.