Netflix is testing a new pricing tier in India as the on-demand video streaming service looks to court more subscribers in Asia’s third-largest economy.
The American giant has unveiled a “Mobile+” plan for some new subscribers in India that delivers streaming in high-definition (HD) quality and supports mobile, tablet, and computer screens (but not TV). The monthly tier is priced at 349 Indian rupees ($4.7).
The testing of the new tier, first spotted by AndroidPure, comes months after Netflix introduced a mobile-only plan in India that is priced at 199 Indian rupees ($2.7). The mobile-only plan, as the name suggests, restricts users from accessing the service from their computer screen or TV, and lowers the streaming quality to standard definition (480p.)
A Netflix spokesperson confirmed the test to TechCrunch.
“We launched the Mobile Plan in India to make it easier for anyone with a smartphone to enjoy Netflix. We want to see if members like the added choice this offer brings. We’ll only roll it out long-term if they do,” the spokesperson said.
The timing of the new test is no coincidence. Earlier this month, Netflix debuted “Indian Matchmaking,” an eight-episode show that follows matchmaker Sima Taparia as she works with singles and their families in India and the U.S. to find desirable mates for marriage.
“Indian Matchmaking,” which has received mixed reviews, has still managed to create more buzz than any other India-focused show or movie Netflix has produced to date. Arif Janmohamed, a partner at Lightspeed, said he believes the show has finally enabled Netflix to “crack the Next Billion.”
More to follow…