Netflix tests cheaper subscription plans in India

Netflix currently offers three monthly plans in India, ranging from 500 rupees to 800 rupees.

Netflix has announced it is testing a 250 rupee ($3.63) monthly subscription for mobile devices in India.

The over-the-top (OTT) giant is keen to boost its presence in a market where mobile data consumption will skyrocket from 3.5 gigabytes (GB) in 2017 to 17.5 GB in 2022, according to Cisco.

The country also sees nearly 30% of smartphone users use their phones to pay for goods or services at the point-of-sale (POS) at least once per month.

Netflix currently offers three monthly plans in India, ranging from 500 rupees to 800 rupees, which are higher than its rivals, according to ET Brand Equity.

Amazon's Prime service is priced at 999 rupees a year and local OTT platform Hotstar has a free service and paid plans starting at 365 rupees a year.

"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," said a Netflix spokesperson.

Netflix and its Indian OTT counterparts recently agreed on a self-imposed censorship code that prohibits them from showing banned content on their platforms.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.