Netflix is testing a new low-cost mobile-only subscription in India that allows users to stream content on everything but a TV.
Netflix is facing harsh competition in India with more than three dozen on-demand streaming services in India including its global rivals Amazon Prime Video, Apple TV+, Hotstar+ Disney, all of which are aggressively priced.
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Netflix’s new “Mobile+” plan delivers streaming in high-definition (HD) quality but only supports viewing across mobile, tablet, and computer screens. The new plan is priced at 349 Indian rupees ($4.7) which is less than the current standard definition subscription (499 Indian rupees / $6.69) or the ultra high definition (4K) plan that costs and goes as high as 799 Indian rupees ($10.7).
Netflix had recently introduced an even cheaper mobile-only plan (199 Indian rupees / $2.7) that only allows streaming from mobile devices (no computer screens or TV) and lowers the streaming quality to 480p.
A Netflix spokesperson confirmed the new test:
“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.”