Netflix Slashes India Costs in Battle With Amazon, Disney

Netflix Inc.

NFLX 2.12%

is slashing its costs in India, a key marketplace for world development the place it trails cheaper rival streaming companies from


com Inc. and Walt

Disney Co.

The Los Gatos, Calif., firm this week stated in a weblog put up from India government Monika Shergill that it’s reducing its primary plan in India by 60% to 199 rupees, equal to $2.61, a month. Netflix additionally lowered costs on its least costly plan, which affords mobile-only viewing, to $1.95 month-to-month. Its most costly plan has been lower to $8.51.

Netflix has continued to change up its technique within the South Asian nation since launching in 2016, when it focused the nation’s extra prosperous shoppers with plans that began at $7.50 a month.

The announcement didn’t present a cause for the most recent worth discount. A Netflix spokeswoman stated the corporate is lowering its costs so extra shoppers can entry its materials within the nation. She added that the corporate has been investing closely in native content material in India.

The transfer will assist make Netflix extra aggressive in a rustic the place its choices have lengthy been pricier than different streaming platforms, analysts say. Netflix and rivals have been pulling out all of the stops to supply sports activities content material and huge ranging materials in native languages as they race for dominance on this planet’s largest untapped digital market.


Will a worth drop make Netflix aggressive with its streaming rivals in India? Be part of the dialog under.

Regardless of the value cuts, Netflix remains to be costlier than opponents. Amazon Prime Video has an providing that prices $1.17 a month, and Disney+ Hotstar affords a plan for 55 cents month-to-month.

Netflix has some 5 million subscribers in India, based on information from consulting agency Media Companions Asia, far fewer than Amazon Prime Video’s 19 million and Disney+ Hotstar’s 46 million. The businesses don’t disclose subscriber numbers by nation.

Amazon and Disney+ Hotstar didn’t instantly reply to requests for remark.

Requested at a enterprise convention in 2018 the place Netflix will get new subscribers within the years to return, Chief Govt

Reed Hastings

stated: “The following 100 million is from India.”

Netflix stays comparatively area of interest in India in contrast with competing companies, stated Vivek Couto, government director of Media Companions Asia.

Extra Netflix viewers watched dubbed variations of the South Korean drama “Squid Recreation” than subtitled variations. WSJ met one of many present’s English-language voice actors to see how dubbing overseas content material is fueling the streaming large’s development. Picture Illustration: Sharon Shi

Along with being costlier, Netflix lags behind competing companies when it comes to providing native content material in India, although it has been stepping up its efforts to supply extra culturally related materials, Mr. Couto stated. He added that Netflix is the highest streaming service in different Asia-Pacific markets equivalent to Australia and South Korea—residence of “Squid Recreation,” the corporate’s hottest present ever—and is profitable in Japan.

Netflix in India has launched greater than 70 motion pictures, documentaries, exhibits and comedy specials, and has extra in retailer, stated the corporate spokeswoman. It has 219 million subscribers globally, she stated.

Whereas Netflix has been slowly lowering its costs, Amazon Prime Video and Disney+ Hotstar began with decrease launch costs and have been elevating them barely, based on Media Companions Asia evaluation.

Netflix is dealing with rising competitors within the U.S. from the likes of Amazon, Disney,

AT&T Inc.’s

HBOMax and others, that means India is vital given its huge client base and room for development.

Write to Newley Purnell at [email protected]

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Appeared within the December 17, 2021, print version as ‘Netflix Slashes Its Costs in India.’

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