Netflix unveils low-cost mobile-only viewing plans in India

Anne Freier

In App Business. July 30, 2019

Netflix has made the leap to mobile and launched low-cost mobile-only subscription plans in India.

Viewers in the country will be able to subscribe for just 199 rupee (around $3) to stream Netflix TV shows and movies on smartphones and tablets.

According to the company director of product innovation, Ayaj Arora, Indian viewers consumed more content on their mobile devices compared to users worldwide.

Estimates by eMarketer suggest that TV still dominates media time in India in 2019 at 2 hours 55 minutes per day, whilst time spent on mobile was 1 hour and 12 minutes. Similarly, the majority of ad spend in the country is still attributed to traditional channels (79%) compared to digital channels (21%).

Netflix recently reported earnings of $4.92 billion below Wall Street expectations of $4.93 billion. The company added 2.7 million paid subscribers during Q2 2019, missing its own estimations and leading to its stock dropping 10%.

The company said that fewer original TV shows were to blame for the trend. Third quarter guidance suggests that Q2 trends could just be a glitch.

It remains to be seen if India could be the answer for Netflix’s woes.