×

Netflix Seeks Aggressive Push Into India, Ted Sarandos Says

Netflix chief content officer Ted Sarandos says the global streaming giant is planning an aggressive push into the Indian market, an effort that will involve increased production and possibly a reduced subscription price.

“We have 10 original shows in production right now and six original films coming up for 2019 and more to come,” said Sarandos, speaking as part of a masterclass delivered at the Mumbai Film Festival.

Netflix’s investment in licensing of Indian content has more than doubled since the service launched in India. “It’s been a very aggressive push into India and a vote of confidence that we can do well here,” Sarandos said.

India is an extremely price-sensitive market. Netflix subscriptions begin at $6.83 per month in India, whereas Amazon Prime Video’s monthly rate is $1.76. Asked by Variety whether Netflix would consider reducing prices in India in order to increase its subscriber base, Sarandos said: “Part of the consumer science of Netflix is trying to figure out the right price value for every country. A lot of it really is about how much you have to watch. It’s not about the price sensitivity as much as the value sensitivity.” Sarandos said that the value for each customer is relative to how much of Netflix they watch. “We’re always trying to adjust the price to suit the market, and that’s true of all countries,” Sarandos said.

Netflix has about 5 million subscribers in India, compared to Amazon’s 11 million, according to Counterpoint Research. The OTT market leader, 21st Century Fox’s Hotstar, has more than 75 million.

Upcoming Netflix India originals include “Selection Day,” “Leila,” “Bard of Blood,” “Crocodile,” “Midnight’s Children,” “Again,” and “Baahubali: Before the Beginning.”

More Digital

  • SAG-AFTRA HQ

    SAG-AFTRA Ends Long Strike Against Ad Agency Bartle Bogle Hegarty

    SAG-AFTRA has ended its 10-month strike against Bartle Bogle Hegarty after the advertising agency agreed to sign the union’s new commercials contract. The union instructed its 160,000 members in September not to accept any work for BBH, which had been signed to SAG-AFTRA’s commercials contracts since 1999. The strike came two weeks after BBH publicly [...]

  • FaceApp is displayed on an iPhone,

    SAG-AFTRA Warns Members About FaceApp Terms of Use

    SAG-AFTRA is warning its 160,000 members about the “overreaching and invasive” terms of use for the FaceApp mobile application. FaceApp, developed by Russian company Wireless Lab, uses neural network technology to automatically generate transformations of faces in photographs. The app can be used to make users appear older, younger, or change gender. The terms include [...]

  • J. Cole

    Apple Music Launches 'Rap Life' Playlist

    Apple Music announced the launch of “Rap Life,” a new global playlist focusing on contemporary rap artists and culture. It replaces the former “The A-List: Hip-Hop” playlist. Said Ebro Darden, Apple Music’s Global Editorial Head of Hip-Hop and R&B: “We flipped it to dig deeper into into the lifestyle [and to] keep pushing the culture [...]

  • Billie Eilish

    ARRI, Mobile TV Group Back New Venture Revitalizing Streamed Concerts

    A new venture looking to bring a fresh approach to live-streaming concerts has gotten the backing of hardware heavyweights ARRI and Mobile TV Group. Wide+Close is launching with the mandate of shooting music performances with film cameras and cinematographers in order to give the content a more cinematic feel. “We want to take concert filming [...]

  • Fortnite Battle Royale

    How 'Fortnite' Fans Can Earn Loot by Watching YouTube Videos

    Epic Games and YouTube have teamed up with a special offer for “Fortnite” players — giving players of the popular battle-royale game rewards when they watch “Fortnite”-premiered content on the video platform. The catch: You have to watch at least 20 minutes of “Fortnite” special content or live esports broadcasts to receive the loot. Under [...]

  • Roku headquarters

    Roku Plans to Expand to Brazil, Other Countries (EXCLUSIVE)

    Roku plans to expand to multiple new territories in the coming months, Variety has learned. One of the first new markets for the company will likely be Brazil. An international expansion could help Roku grow its customer base, which in turn should lead to growing advertising revenues. Roku executives have been hinting at plans to [...]

  • Google Stadia Pro to Include 1

    Google’s Stadia Game Streaming Service to Include Free Monthly Game

    Google has been busy sharing additional details about its upcoming game streaming service Stadia, clearing up some confusion in the process. Stadia’s pro subscription tier, which will cost $10 per month, won’t be a Netflix-type subscription service. However, subscribers will get free games at the rate of about a title per month. That’s according to [...]

More From Our Brands

Access exclusive content