Netflix has, as expected, offered Indian subscribers an ultra-low rate for viewing its output.
The subscription fee is Rupees 199 a month (€2.80) and allows viewing on a single cellular device. Viewers will be forbidden from casting their video streaming to larger screens.
Netflix’s Director of Product Innovation, Ajay Arora, said: “Our members in India watch more on their mobiles than members anywhere else in the world- and they love to download our shows and films. 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.”
However, Netflix executives stressed that this was an ‘India only’ scheme and would not be extended to other Asian markets.
Netflix has something of a mountain to climb given that its main local rival Hotstar enjoys some 300 million subscribers, and in its basic form allows free access with an ad-supported plan.