Netflix Inc is testing longer subscription plans in India as it looks to attract more users in a highly competitive market where smartphone and internet usage is soaring.
New users of Netflix in India may have the option to choose from three, six and 12-month plans at discounts of up to 50%
The company currently offers four plans in India, with its premium plancosting 799 rupees per month.
New users of Netflix in India may have the option to choose from three-, six- and 12-month plans at discounts of up to 50%, a person familiar with the matter told Reuters.
Netflix is planning to offer as much as 50% discount on its mobile-only subscription plans to its new users in India.
The US-based internet entertainment service is in the process of testing long-term subscription plans in the country.
The new users might be offered three-month, six-month and twelve-month subscription plans at discounted rates of up to 50%, sources told Reuters.
“We believe that our members may value the flexibility that comes from being able to pay for a few months at once. As always, this is a test and we will only introduce it more broadly if people find it useful,” a spokeswoman for Netflix India said in an email but declined to give further details.
The U.S. video streaming company is spending $15 billion on content as it battles Amazon.com Inc’s Prime Video service, Hulu, and Disney’s newly launched streaming service for subscribers.
Netflix Chief Executive Officer Reed Hastings said last week the company was spending about $420 million on content for India, where it has already launched original series such as gangster drama “Sacred Games” and police procedural “Delhi Crime”.
Speaking at a media conference in New Delhi, Hastings also said the company’s first animated series from India, “Mighty Little Bheem”, had been watched by 27 million households worldwide, in a sign of the country’s importance to Netflix’s plans for global expansion.
The producer of original series such as “The Crown” and “Sex Education”, Netflix has nearly 160 million paying users worldwide but has not disclosed subscriber figures for India.
The trial 3-month plans will be offered at a 20% discount to original prices, while users will get a 30% discount for six-month plans, the source said.
In case the new user selects the premium plan for three months, then they need to pay only Rs 1919, which is a discount of 20%; Rs 3359 for 6 months, which is a discount of 30%, and the biggest discount is for 12 months, wherein the user only needs to pay Rs 4799, instead of Rs 9588.