Netflix has launched a new affordable subscription plan in India called ‘Mobile +’, which the company will currently market as part of its trial plan program. For some time now, the Indian market has served as a laboratory to launch plans earlier than in other countries, and in this sense, it already had ‘Mobile’, the exclusive subscription for mobiles and in 480p resolution since last year, for 199 rupees (approximately 2.33 euros in exchange).
Now with Mobile +, Netflix will test how it works in this country a subscription which this time comes in high definition, and which can be viewed on smartphones, tablets and computers. The downside is that the tour is not picked up or allowed on TVs. Its price is around 349 rupees (or 4.68 euros for a change), which means savings on plans that include all devices.
New times, new subscription plans
For the time being, Mobile + is only offered to a limited number of new and existing customers. As a Netflix spokesperson told TechCrunch, they want to “see if users like the extra option this offer brings.” Moreover, he assured that they will launch it in the long term if the public appreciates it.
The idea behind this plan, like last year, which supported tablets but not computers, does not leave gaps in the market. In a market as price sensitive as India, one rising euro or one falling euro per month can be crucial (even here is when there is a price rise), and some users may not be able to afford higher plans.
But, beyond the price, which is the attractive part, that Netflix is on the path of “mobile only” or “mobile first”, it aims a reaction to an increasingly evolving market, especially among young audiences. The biggest TV we have at home will continue to be the best place to enjoy Netflix, but millennials and the next generation have grown up watching videos on mobile or tablet, without it being a problem, and in some cases just the opposite.
From Netflix, they have repeatedly stated that their biggest rival is not the competition, but the attention and time that their users devote to it.
According to official Netflix data from 2018, 70% of the platform’s views were on televisions, while 10% were taken from smartphones and 15% from tablets. The PC took the remaining 15%. In markets like Thailand, mobile and tablet added a significant 36%.
The fight for the smartphone is one of the most interesting of the decade that has just begun. Netflix has repeatedly stated that it is not competing against other streaming services such as HBO, but against what keeps its users from spending time on its platform, such as, according to the company, playing Fortnite. .
If in general it costs to compete for attention, on smartphones, the challenge is much greater. This is where Tiktok is growing enormously. During imprisonment, according to a study of thousands of families, the time spent by Spanish children on TikTok was 71 minutes, while on YouTube it was 75 minutes. Instagram is still a long way off, with 89 minutes, and it continues to grow.
All, maybe more YouTube, They are competitors of Netflix because they take turns capturing our attention to watch a movie or a series. This explains that there are services like Quibi, and although they are not successful, at the moment, they indicate where things can go. Mobile + is just one more track.
Source : Engadget