Publish your content on The Drum
Agencies for Growth Festival Banner

Netflix launches low-cost mobile only subscription to boost subscribers in India

Netflix targets Indian subscribers with low-cost mobile only plan

Netflix will launch a low-cost subscription deal in India to enable customers to stream content on mobile devices.

The mobile-only plan, which will roll out in the next three months, aims to attract new customers to the service and follows a similar trial by the streaming giant across Asia.

It comes as Netflix seeks to accelerate its growth in the booming India market after suffering a loss of 130,000 subscribers in the US.

Announcing the move, Netflix said, “After several months of testing, we’ve decided to roll out a lower-priced mobile-screen plan in India to complement our existing plans. 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).”

Netflix is one of a number of companies hoping to grow in India in a bid to bolster global subscriber numbers. Spotify, which launched in India earlier this year, provided users with free access, while Amazon offers a bundled deal including Prime Video with Prime memberships in India.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy