Netflix reduces Indian subscription prices by up to 30% as competition from JioCinema and Amazon intensifies.
Market Competition and Challenges
In a bold move to expand its user base, Netflix India has slashed its subscription prices by up to 30%, making its services more affordable to Indian audiences. The new pricing comes in response to aggressive competition from local OTT platforms like JioCinema, Amazon Prime Video, and Disney+ Hotstar.
The mobile-only plan now starts at just ₹99/month, while the basic HD plan is priced at ₹199/month. This pricing shift is aimed at attracting viewers from Tier 2 and Tier 3 cities who were previously deterred by Netflix’s premium cost.
Industry experts believe this move could significantly boost Netflix’s active subscriber base, which currently trails behind its competitors in India. With over 800 million internet users and a booming appetite for on-demand content, India remains a key growth market for global streaming services.
Netflix has also increased its investment in regional content, including original Tamil, Telugu, and Marathi films. New partnerships with Indian production houses aim to localize storytelling and expand the platform’s cultural footprint.
The success of this pricing strategy will be closely watched by other OTT platforms and could set a new benchmark for subscription models in developing markets.