In the global, and now Indian, OTT business, one name stands out: Netflix. Six months after it made its national foray, Jessica Lee claimed the company is pleased with the response. When it launched in India, Netflix priced its offerings in line with its global pricing and does not plan to change it soon. “More important is how we are learning what our Indian members love so that we make that content and experience better, to entrench ourselves in the market,” stated Lee.
Netflix has been on a learning curve – whether about tech, content, payment channels – and using it to improve the user experience. While its early adopters are tech-savvy users with smartphones, it is expanding its customer base through deeper local insights. An example is a new tool it introduced to help members better control how much data they use when streaming on cellular networks.Similarly, users are already billed in Indian currency but need to pay with an international credit card through the iTunes app store and via Paypal. Over time, it will add local payment options globally, including India.
On the local front, Netflix is pursuing recent Bollywood titles, indie films and popular regional movies (Tamil, Gujarati, Punjabi, Marathi, etc). “Our goal is to bring Indian cinema to India and in all countries where Netflix exists, accessible to over 81 million members. For example, Brahman Naman, a coming-of-age comedy by Indian director Q, will soon be available globally only on Netflix,” Lee revealed.
The news that Netflix is strengthening its catalogue, globally and locally, will cheer its viewers. But other OTT players will surely feel the heat as the global entity ramps up its aggressive business strategies to gain better traction in the country.