Netflix is rolling out a lower-priced mobile-only plan in India, a price-sensitive market where data consumption on smartphones is surging.
The company said in March that it was testing a Rs. 250 ($3.63) monthly subscription for mobile devices in the nation where data plans are among the cheapest in the world. Netflix’s new plan is aimed at battling cheaper offerings from rivals such as Amazon’s Prime Video and Hotstar, a video streaming platform owned by Walt Disney’s India unit.
“After several months of testing, we’ve decided to roll out a lower-priced mobile-screen plan in India to complement our existing plans,” Netflix said in a letter to its shareholders.
“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 launch of this plan.”
Netflix currently offers three monthly plans in India, priced between Rs. 500 and Rs. 800.