Netflix is ready to take its lower-cost, mobile-only plan beyond India as it looks to expand the reach of its service in other international markets. The American on-demand video streaming giant launched a new price tier for users in Malaysia that would allow people in the nation to access the video service for RM 17 ($4) a month.
The new tier, which is being offered alongside existing regular monthly plans that start from $7.8, limits access to Netflix on just one mobile device and in lower video quality (standard definition, ~480p).
The company, which began testing cheaper mobile plans last year in many markets including Malaysia, said it is hopeful that its new plan would “broaden access to Netflix in this truly mobile-first nation.” More than 88% of people in Malaysia own a smartphone and 78% of internet users in the Southeast Asian nation spend time streaming and downloading entertainment, according to industry estimates.
In a statement, Ajay Arora, Director of Product Innovation at Netflix, said, “our members in Malaysia love to watch shows on their smartphones and tablets. With the first-ever Mobile plan in Southeast Asia, all of Netflix’s shows and movies will be even more accessible for Malaysians to stream and download.”
Like in India, Netflix competes with a range of aggressively priced services such iFlix, Dimsum, playTV, and Astro Go in Malaysia. In Malaysia, too, the company has invested in producing original content to better serve the local consumers. Upcoming series The Ghost Bride was filmed and produced in Malaysia. Comedy series Polis Evo and Jagat have also been popular among users in the nation.
As we have argued in the past, Netflix’s standard pricing has limited its reach in many parts of the world, especially since a number of rivals are offering their services at lower cost.
More to follow…
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