Netflix is lowering its India pricing for the first time since its launch in 2016, as it seeks to grow its user base in the face of fierce competition and a growing desire for digital content.
Plans get cheaper compared with old prices
The Basic plan, which allows customers to watch standard definition (SD) shows and films on a single mobile, tablet, computer, or television screen at a time, has been reduced to Rs 199 per month from Rs 499 per month.
Meanwhile, the Standard price, which includes high-definition (HD) material and two simultaneous displays, has been dropped from Rs 649 to Rs 499 per month.
The most expensive Premium tier of the service, which includes Ultra high-definition (Ultra HD) content and compatibility for four simultaneous displays, is now Rs 649 per month, down from Rs 799 per month.
The mobile-only subscription, which was launched in India in July 2019 and cost Rs199 per month, will now cost Rs 149 per month. The revised rate will be effective beginning with the next billing cycle for the user.
Netflix India adds
“Starting today, Netflix customers in India will get continuous and ad-free access to all of Netflix from around the world, at new, reduced prices,” the company said in a statement.
“As Indians, we appreciate excellent entertainment. The platform is now even more accessible, regardless of your mood, tastes, or plans,” stated Monika Shergill, VP-Content, Netflix India, in a blog post.
Monika Shergill, Vice President, Content, Netflix India, commented on the price reduction: “We’ve been releasing significant titles over the last three weeks. And, according to the Netflix calendar, major programmes and films will be released on a regular basis. And it’s the type of programming that caters to a broad audience. And now that the information was ready for such a vast audience, it was the ideal opportunity to delve deeper and appeal to a broader audience. The goal is to provide value not only via entertainment but also through low prices.”
Netflix’s memberships are now comparable to those of its competitor Amazon Prime, which has increased its subscription rates by up to 50%, with a monthly plan starting at 179 rupees and an annual plan starting at 1,499 rupees. The mobile plans for Disney+Hotstar start at ₹499 per year, and the premium plan on the platform costs ₹1,499 per year.
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