In a move aimed at enhancing user experience and expanding market reach, Netflix has partnered with Vodafone Idea (Vi), one of India’s leading telecom providers, to offer bundled subscription plans with prepaid tariffs.
New Bundled Prepaid Plans
Under the partnership, Vi is introducing three prepaid tariff plans, priced at INR 998 for 70 days, INR 1,099 for 70 days (available only in Gujarat and Mumbai), and INR 1,399 for 84 days. These plans come bundled with Netflix’s monthly ‘basic’ subscription, priced at INR 199.
Existing Netflix subscribers can also link their accounts with these prepaid plans. Moreover, Vi has hinted at extending this partnership to its postpaid plans in the near future.
Expected Benefits for Both Parties
The collaboration is anticipated to be mutually beneficial. For Vi, which has been facing challenges in retaining subscribers, this partnership could help bolster its user base. Simultaneously, it presents an opportunity for Netflix to deepen its presence in the Indian OTT market by leveraging Vi’s extensive subscriber network.
Netflix’s Earlier Partnership with Jio
This isn’t Netflix’s first foray into partnering with a telecom giant in India. Last year, the streaming platform joined forces with Reliance Jio, offering prepaid plans priced at INR 1,099 and INR 1,499 with 84 days validity. This strategic move allowed Netflix to tap into Jio’s vast subscriber base of 482 Mn users.
Growing Competition in the OTT Space
The OTT landscape in India is witnessing intensified competition, with major players like Amazon Prime, SonyLiv, and Zee5 vying for market share. Additionally, the recent collaboration between JioCinema and Disney+ Hotstar is set to further intensify the competition.
Netflix’s Strategic Initiatives
In response to the evolving market dynamics, Netflix has been strategically adjusting its subscription prices, implementing measures to curb password sharing, and expanding its content library in India. These efforts have yielded positive results, reflected in a significant 75% YoY increase in profit for Netflix India in FY23, reaching INR 35 Cr.
