The country has seen the number of smartphone users grow nationwide from 199 million in 2015 to 340 million at the end of 2018, according to eMarketer.
Netflix's new mobile-only plan is still more expensive than other streaming services in India. This move could help attract a potential set of new subscribers while retaining its existing offerings. Under the plan, subscribers have access to Netflix's content, but only through the mobile app.
"We will be testing different options in select countries where members can watch Netflix on their mobile device for a lower price and subscribe in shorter increments of time".
Netflix confirmed that it is testing different mobile-only low-priced plans in some countries, but that "not everyone will see these options..."More news: The Islamic State’s caliphate has been defeated, U.S.-backed forces say
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It's worth noting that Netflix has confirmed it's testing this program in India - as it did in Malaysia and some other countries previous year. Ever since, the India pricing has basically been the United States dollars pricing converted to INR.
The discussions about cheaper plans for India began when after an earnings call in July, chief product officer Greg Peters said, "We'll experiment with other pricing models, not only for India but around the world that will allow us to broaden access by providing a pricing tier that sits below our current lowest tier".
However, Netflix is confident that it will flourish in India despite higher subscription plans. For example, if Showtime is available as part of Apple's Premium TV Bundle, will users still be able to purchase Showtime separately, and if so, is Apple going to promote this as an option - such as on a new "TV Storefront" or simply leave it as something that users can discover for themselves. All of these services, moreover, offer significantly discounted annual plans.
Big questions to be answered include how compelling content will be; how much the service will cost, and what makes it unique in an increasingly crowded streaming television market, according to the analyst. It boasted 4,706 titles - 3,342 films and 1,364 TV shows - as of November. Among the most awaited upcoming series on the platform are Sacred Games Season 2, Delhi Crime and Baahubali: Before The Beginning.