wordpress blog stats
Connect with us

Hi, what are you looking for?

Netflix doubles down in India with deals with Airtel, Vodafone and Videocon D2H

Netflix is doubling down on growing its business in India with partnerships with Airtel, Vodafone and Videocon D2H. With Airtel and Videocon, the agreement details integrating the Netflix app on their direct-to-home services. The video streaming company will partner with Vodafone for their pre-paid programs and will enable payment integration, allowing Vodafone customers in India to pay for their Netflix subscriptions via their monthly bill.

With Videocon D2H, the Netflix app will be installed on the set-top box and the remote will have a dedicated button to launch the app. Videocon clarified that the set-top box will have to be connected to the Internet through any Wifi or Ethernet connection for accessing a curated set of applications. The minimum internet speed needed is 2 Mbps.

Netflix launched its service globally in January 2016, including India. It has been slow in stepping up their India efforts. They have only announced one original show being co-produced with Phantom, and a single stand-up comedy special by Vir Das. They have also been licensing some critically acclaimed independent films from India, in addition to an exclusive deal with Shah Rukh Khan’s Red Chillies Entertainment.

“Working with some of India’s top artists, we cannot wait to bring more locally-produced series and films to our more than 93 million members households around the world,” Netflix CEO Reed Hastings said in a statement.

Netflix’s India subscriber base

Advertisement. Scroll to continue reading.

Based on service tax records, MediaNama estimated that Netflix has around 211,500-337,300 paying subscribers from India. Netflix does not reveal per-country subscription counts outside the US. Note that the video streaming company has been decidedly cautious in the Indian market, and is only targeting elites in the country for now.

Competition 

Netflix’s competitors in India include Amazon Prime Video, Hotstar, Eros Now, nexGTv, and Hungama. Amazon Prime Video is bundling video streaming with their Rs 499/999 annual Prime membership compared to Netflix’s monthly fee starting at Rs 500.

Meanwhile, Eros Now is building their paid user base with telecom operator for distribution. It crossed 2 million paid users in January. Eros Now has tie-ups with 20 telecom operators globally. The company does 5-9 year deals with telecom operators, most deals have some kind of minimum guarantee payments, or subscriber guarantee. More details here.

Meanwhile, Hotstar is betting on the freemium model in India. It launched premium subscriptions for Rs 199 per month offering an exclusive selection of movies and TV shows. Other TV channel listings from Star India, Star Sports etc, are available for free but are ad supported (ad-free for members). The app is offering a free month of trial membership before users are required to pay.

Hungama has been partnering with internet and telecom providers with bundled packages.

Advertisement. Scroll to continue reading.

Written By

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

Views

News

Find out how people’s health data is understood to have value and who can benefit from that value.

News

The US and other countries' retreat from a laissez-faire approach to regulating markets presents India with a rare opportunity.

News

When news that Walmart would soon accept cryptocurrency turned out to be fake, it also became a teachable moment.

News

The DSCI's guidelines are patient-centric and act as a data privacy roadmap for healthcare service providers.

News

In this excerpt from the book, the authors focus on personal data and autocracies. One in particular – Russia.  Autocracies always prioritize information control...

You May Also Like

News

Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...

Advert

135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...

News

Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...

News

By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Name:*
Your email address:*
*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ