NEW DELHI :
Facing tough competition from cheaper rivals like Hotstar and Amazon Prime Video, Netflix today announced the launch of a cheaper mobile-only subscription plan of ₹199 per month.
The new ₹199 month subscription plan gives members access to all Netflix movies and web series in SD mode. However, it is a mobile-only plan and can be used either on the smartphone or on a tablet at a time.
In comparison, a monthly subscription plan of Hotstar Premium costs ₹299 per month while that of Amazon Prime Video costs ₹129 monthly. The annual subscription rates are, however, different. The other three big players in the OTT market - Amazon Prime Videos, Hotstar and Zee5 - offer annual subscription plans of ₹999.
Netflix already has three other subscription plans in India. A basic plan, that allows you to watch content on TV, laptops also is priced at ₹499 per month while a standard plan is priced at ₹649, premium one at ₹799.
Netflix's product innovation director Ajay Arora said its members in India watch more on their mobiles than members anywhere else in the world.
"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," Arora said in a press release.
Netflix also said it has improved its app with features like smart downloads, mobile previews, and social media sharing. Signing up on Netflix's Android app is now more easier on entry-level smartphones.
In March, Netflix had announced that it is testing a cheaper ₹249 mobile plan in India.
The rollout of the new plan comes just before the release of the much-awaited second season of "Sacred Games" in August.
According to a FICCI-EY 2019 report, Indians spend 30% of their phone time and over 70% of their mobile data on entertainment.
"Our goal is to get Netflix on as many devices as we can. Today, Netflix is present on 1700 plus device models," Nigel Baptiste, Director of Partner Engagement, Netflix said.
Netflix is investing heavily in Indian films and series across all genres and for all generations, including much-loved hits like 'Sacred Games', 'Chopsticks' and 'Mighty Little Bheem'.
According to the video streaming service provider, 13 new films and 9 new original series are already in the pipeline.