Netflix is now trying a Freemium model in India
What's the story
Just a few months after launching an entry-level plan for mobile users, streaming giant Netflix is testing another feature in India, one that provides free access to select content for a limited time. The move, Netflix hopes, will give non-subscribers a taste of its service, driving them eventually to take a paid subscription plan. Here's all about it.
Plan
How Netflix is offering free content?
Netflix already offers a free 1-month trial to people signing up for a plan. But, the latest strategy is more actor/story-driven; it allows anyone to try the platform's content, say a movie or few episodes of a show, without signing up or paying anything. This way, Netflix hopes, the targeted audience will get hooked, take a trial, and ultimately pay for a subscription plan.
Test
First episode of 'Bard of Blood' available for free
While the move sounds interesting, it's worth noting that the new model is already being tested. The first episode of Red Chillies Entertainment's Netflix original Bard of Blood can be accessed by anyone for a limited time, ET reported. The show stars Emraan Hashmi, Sobhita Dhulipala and can be viewed for free on the Android app of Netflix or any desktop browser.
Quote
Here's what Netflix said about the move
"We try different ways to bring people closer to great stories," Netflix spokesperson said. "We believe many people will find the thrilling story of spy Kabir Anand very appealing and are excited to make the first episode of the series available to everyone."
Possibility
More free content likely to be available in the future
If the test gets a good response and boosts Netflix's subscriber numbers in India, we could see a similar test for upcoming movies and shows too. Earlier this month, the company had tested a similar model for Spanish original series Elite in Mexico and Colombia. In all, it plans to release as many as 22 original movies and 11 series in India by 2020.
Goal
Netflix still remains costliest streaming service in India
Despite the latest move and the new Rs. 199/month plan, Netflix continues to be one of the costliest streaming platforms in India. The service is challenged by the likes of Amazon Prime Video, Disney's Hotstar, ALTBalaji, and ZEE5. The total number of Netflix subscribers in India are estimated at 1.5 million. Evidently, this has led the company to boost its spend on India-specific content.