Netflix has reduced subscription rates for all plans in India, now starting at ₹149

• Netflix India has reduced its subscription rates, with the mobile plan starting at ₹149.
• The company is looking to take on its competitors like Amazon Prime, Disney+Hostar and other Indian SVoD platforms.
• The new plans go into effect starting today, December 14.

Netflix India slashed the prices of its subscription plans in India, aiming to expand its presence in the country amidst competition from Amazon Prime, Disney+Hotstar, Apple TV+ and other video-on-demand (SVoD) platforms such as ZEE5 and SonyLIV.

Users will now be able to get the plans at reduced prices starting today, December 14. The plans start at ₹149, instead of ₹199 earlier. Here’s how the subscription plans look like now.

Plan	Old Price (per month)	New Price (per month)	Eligible devices
Mobile	₹199	₹149	Phone, tablet (1 screen)
Basic	₹499	₹199	Phone, tablet, computer, TV (1 screen)
Standard	₹649	₹499	Phone, tablet, computer, TV (2 screens)
Premium	₹799	₹649	Phone, tablet, computer, TV (4 screens)

Netflix’s subscriptions are now comparable to its competitor Amazon Prime which hiked its subscriptions plans by up to 50%, offering a monthly plan at ₹179 and an annual plan at ₹1,499. While Disney+Hostar starts at ₹499 annually for the mobile plans and the premium plan on the platform costs ₹1,499 annually.

Monika Shergill, Vice President of Content, Netflix India told ET that the slashed prices come into effect when major releases on the platform have taken place over the past few weeks. The content is aimed at a large audience and with slashed prices, the platform can achieve it.

With slashed prices, Netflix is looking to tap into the growing Indian audience when it comes to SVoD platforms in the next five years or so. The industry-leader has experimented with plenty of strategies in India to woo users to join its platform, from giving a free month of subscription to giving free weekends to users for binging on their favourite shows on the platform.

According to consulting firm Media Partners Asia, Netflix only has 5% subscribers in India in terms of SVoD platforms, however, it has a share of 29% of total market revenue. The report also says that India has around 102 million SVoD subscribers, which is expected to grow to 224 million by 2026. The pandemic has been a major driver in the rise of the subscriptions as users relied on their screen at home when theatres and other entertainment avenues were closed.

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