Video streaming giant Netflix has launched a mobile-only subscription plan in India, ahead of the scheduled third quarter roll out.
The plan will cost INR199 per month, and is restricted to a single mobile device and limited to 480p.Ajay Arora, director of product innovation at Netflix said: “Our members in India watch more on their mobiles than members anywhere else in the world - and they love to download our shows and films. We believe this new plan will make Netflix even more accessible and better suit people who like to watch on their smartphones and tablets – both on the go and at home.”
Shareholders were told last week that the plan would be offered in India as “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)”.
With the plan, and an increasing range of Indian content, Netflix is mounting a challenge to India’s dominant home-grown digital video platforms such as Star TV’s Hotstar, SonyLIV and Viacom18’s VOOT.
