Just over two years ago, Netflix announced that it would be vastly expanding its service globally, becoming available in 130 new markets. India was one of those markets, and with the service available in the country for well over 24 months, it's time to see what has worked (and what hasn't).
At the time, Netflix was the first major paid video streaming service to make its debut in India. There were local streaming platforms, but none had Netflix's scale nor content library. Netflix's basic tier — which allowed for 480p streaming on one device — cost ₹500 ($7.80) a month, with the two-screen HD plan costing ₹650 ($10) and the 4K package coming in at ₹800 ($12.50) a month.
Two years on, the pricing has remained the same, but what has changed is the arrival of Amazon Prime Video and local streaming service Hotstar. Both platforms have managed to make significant inroads in the country through a combination of aggressive pricing and strong content libraries.
Hotstar, for instance, has the digital rights to HBO shows in the country, and streams Game of Thrones episodes the same day they air in the U.S. That's obviously a huge pull, as is the fact that Hotstar has exclusive rights to stream cricket and football games in the country.
Then there's the issue of pricing: the base tier of Hotstar is free (albeit with ads), and there's a single premium tier that costs ₹199 a month ($3). For that price, you get access to over 40 HBO shows, which in itself is a pretty great deal. The service serves over 200 U.S.-based shows in total, not to mention a dizzying array of regional programming.
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Netflix is getting crushed in India, and it's all because of Amazon and Hotstar
At the time, Netflix was the first major paid video streaming service to make its debut in India. There were local streaming platforms, but none had Netflix's scale nor content library. Netflix's basic tier — which allowed for 480p streaming on one device — cost ₹500 ($7.80) a month, with the two-screen HD plan costing ₹650 ($10) and the 4K package coming in at ₹800 ($12.50) a month.
Two years on, the pricing has remained the same, but what has changed is the arrival of Amazon Prime Video and local streaming service Hotstar. Both platforms have managed to make significant inroads in the country through a combination of aggressive pricing and strong content libraries.
Hotstar, for instance, has the digital rights to HBO shows in the country, and streams Game of Thrones episodes the same day they air in the U.S. That's obviously a huge pull, as is the fact that Hotstar has exclusive rights to stream cricket and football games in the country.
Then there's the issue of pricing: the base tier of Hotstar is free (albeit with ads), and there's a single premium tier that costs ₹199 a month ($3). For that price, you get access to over 40 HBO shows, which in itself is a pretty great deal. The service serves over 200 U.S.-based shows in total, not to mention a dizzying array of regional programming.
More at ...
Netflix is getting crushed in India, and it's all because of Amazon and Hotstar
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