India is a very big market for any type of industry and has the second highest population in the world. Also, India has seen an incremental growth in the number of internet users after the introduction of Jio. These numbers have attracted many big streaming giants, including Netflix and Amazon Prime, to expand their streaming services in India.
Watching the success of the Netflix series ‘Sacred Games’ and Amazon Prime ‘Breathe’ & ‘Mirzapur’ many Indian media giants have also launched their streaming platforms including ALTBalaji, TVF Play, Eros Now, Applause Entertainment, Ullu, Hotstar, Viu, Hotstar, and Zoom.
All the above-mentioned streaming giants have launched a slate of originals to lure customers to their platform.
But currently, Hotstar is leading above all with 29% of shares in this market. Surprisingly, Netflix is behind Amazon Prime India. Netflix only holds 5% while Amazon Prime has a 10% market share as per the recent report and data accumulating company Kalagato.
To overcome its struggle in the Indian market, Netflix is going to test a mobile-only subscription plan for India which will only cost $3.63 a month. Currently, the company is only testing out this plan, so it won’t be visible to all the users. It is expected that the company will also introduce weekly or bi-weekly plans too.
As mentioned by The Verge, Netflix product VP Todd Yellin in Mumbai stated that they are planning to expand interactive and Netflix Originals for the Indian audience.
Besides India, this mobile-only subscription plan will be available to a few other selective countries.