Nearly six years after launching its service in India, Netflix is still having trouble finding users willing to pay for what is already the lowest membership in the world.
The American corporation slashed the membership fee in India on Tuesday, slashing the cost of each monthly subscription tier by at least 18 percent and up to 60.1 percent. The Netflix basic package, which allows you to watch on any device but limits you to 480p resolution, is now 199 ($2.6) in India, down from 499 ($6.6).
Netflix Standard is currently $499, down from $649 ($8.5). It enhances video resolution to HD (720p) and allows two simultaneous viewings. Netflix Premium is currently $649, down from $799 ($10.5). It allows four simultaneous views and streaming in UltraHD (4K) video quality.
This isn’t the first time Netflix has messed with Indian rates. Netflix launched a “mobile-only” tier in India in 2019, following months of testing, at global first pricing of 199 rupees. Netflix announced today that this package is currently available at 149 ($1.96) per month. Existing subscribers of any tier will be able to upgrade to the new services, according to the company.
India is one of the largest entertainment marketplaces in the world. Despite spending roughly $1 billion on it to date, Netflix has struggled to create content that helps it woo subscribers outside a tiny group of vocal Twitter users in the nation.
Meanwhile, because of a considerably bigger ad-supported local content library, syndication relationships with worldwide heavyweights like HBO, and practically all sports streaming rights, Disney’s Hotstar continues to dominate the market – without any help from the Twitter crowd. YouTube, which, according to App Annie, reaches roughly half a billion people in the South Asian market, is their greatest competitor in the nation.
Disney’s Hotstar and Amazon Prime Video are also far more inexpensive in India, with top offers costing around $20 per year.
According to Mobile Partners Asia, by the end of this year, India will have 89 million people paying for subscription services, up from 57 million last year.
Netflix’s price decrease in India on Tuesday, for which no reason was given, comes at a time when the streaming giant has boosted the monthly subscription fee in numerous countries.