+ Tuesday January 21st, 2020

After initial success in India, Netflix’s mobile-only plan might well find itself launched in other price-sensitive markets as well, according to recent announcements from the company.

Netflix CEO Reed Hastings hinted at the expanded rollout after reflecting on the success of the lower-cost plan in India after it launched mid 2019.

With the more recent additions (particularly in some markets) of Apple TV and Disney+ launching late last year, Netflix is feeling the pinch, and needs to do more particularly in price-sensitive markets to capture and keep its market share.

In India, the company is spending more than $US 400 million on local content through until the end of 2020, and it is hoping that the discounted $3 per month mobile-only plan will help drive a return on that investment, especially in markets where the current $10 minimum is too high.

Netflix has not specified which countries will try out the mobile-only subscription next. However, with the arrival of Apple TV+ ($5/month but with free 1-year for purchase of new Apple hardware) and Disney+ ($7 per month on average and with an impressive catalog), Netflix really has to step up its game and have a more affordable monthly subscription in places where the $12.99 per month fee is a little too much.

Chris Rowland   Managing Editor

Chris Rowland

Chris has been at the forefront of smartphone reporting in Australia since smartphones were a thing, and has used mobile phones since they came with giant lead-acid batteries that were "transportable" and were carried in a shoulder bag.

Today, Chris publishes one of Australia's most popular technology websites, Ausdroid. His interests include mobile (of course), as well as connected technology and how it can make all our lives easier.

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