Skip to main content

Why has NETFLIX struggled in India? All Important Factors.

In 2019, everyone around the world is familiar with the term Netflix.

Netflix is the world's most popular Over The Top(OTT) content  service provider.

Netflix has over the years seen tremendous growth in its business, courtesy to its some amazing shows and  marketing.


According to Netflix's website, 'Netflix is a media service provider' founded in 1997 and based in USA.

Since its inception, it has  managed to come a long way and has been ruling the online media content from a long time now.

Netflix is growing at a very fast rate in the United States and the European countries.

According to CNBC, Netflix has around 137 million subscribers (as of July 2019) from around the world. In which 58.5 million  subscribers are from the United States and 78.6 million subscribers are from the other various countries.

Netflix has expanded its business to over 190 countries and growing rapidly, but India is one such country where Netflix has struggled to grow.

According to various experts, Netflix has not been able to perform as well in India as it should have.

So now we are going to see the reasons why the world's most popular media service provider is finding it difficult to grow in India.

 Competitors.

One of the biggest hurdles in the growth of Netflix in India is the Star India owned OTT service provider Hotstar.

Hotstar has about 70 per cent of the total market share of India.

Hotstar provides free access to most of the shows which are telecast in Star Network TV channels. That is the biggest reason why people love Hotstar.

Another big factor which contributes to Hotstar's success in India is that it streams live cricket matches from major tournaments of the world like Indian Premier League and the ICC cricket world cup.

Apart from Hotstar even Amazon Prime Video enjoy a better subscribe count in India.

PRICING

In a developing country like India pricing plays an important part in the success of a product.

Netflix is charging almost 2 times than other big players in India.

Hotstar offers $3/month for premium shows. Besides, it offers 80% of the content without taking any charge.
Amazon prime offers $1.90/month. In which, they also provide Amazon prime music.
On the other side, the cheapest plan of Netflix starts with $7.30/month. Pricing is the key factor for not being able to grow in the world’s fastest growing economy.
LOCAL REGIONAL CONTENT
Netflix initially didn't focussed about creating relatable content for the local audiences.
Netflix didn't made any regional content for the local audience for more than one year after it was launched.

Though Netflix had varied content available even at the time of its launch, but it should have focussed more on the taste and preferences of the majority Indian audiences.

People in India do see English content, but at the end of the day they want to see stories and characters they relate to.

MARKETING
When Amazon was launched in India, it did rigorous marketing in India, and thanks to its already established Amazon E- Commerce site it did pretty well in that. It also had advertisements in newspapers,hoardings and literally it was everywhere.
And time and again Amazon bring in marketing campaigns in India like the Prime Day which helps it to hook its consumers.
Netflix on the other hand also did some marketing when it first lunched to India but after that it just did not had any marketing campaign to hold its ground which became a loss for Netflix.
Netflix being such a giant and having so much resources in its reserves should have gone with a rigorous marketing campaign.
In the end  I think that Netflix relied  too much on its brand name to bring in consumers, but that didn't turned out to be.

In order to revive its market share in India, Netflix recently  launched a mobile only plan for India at Rs 199.  This move will definitely help Netflix,  but how much only time will tell.

(Note: All the statistics and numerics provided above are as per July 2019)
That's it for this one. Hope you liked it and it helped you to know more about the growing online media content in India.

If you have any questions, please comment down below. Thank you, again.

Comments

Post a Comment

Popular posts from this blog

Cool Windows 10 shortcuts you should be using.

Who wants to work hard. We always prefer to do our work in a way so that our minimum effort is required and the work is completed efficiently. We always try to apply different formulae in life so that our task  is done with minimum efforts. We have this habit of finding an easier way to do our work. We try to find ways to  get the maximum of the results with the minimum of the efforts. Same goes with computers. And let me tell you, using computer without shortcuts is no fun. You need to be a keyboard  ninja, if you want to minimize your efforts while working on your computer. If you have been using Windows for a while now you will know that Windows provides a ton of cool shortcuts.  From simple shortcuts  like copying files, pasting files, quitting a window, shutting down your computer to real powerful ones. Here we will provide you some not so common Windows keyboard shortcuts for which you have been using that mouse all this while Open My...
Post a Comment
Read more

How to use the Double-tap to seek feature in Youtube?

Hasn't Youtube became one of our prime requirements these days? Anything we need to know, to learn, or to watch stuff  funny, interesting,  or important, Youtube is there for all of us. It serves you almost everything, from Politics, to Science to Podcasts and whatnot. Now it is almost impossible to look back to times when there was no youtube. It is a known fact that with the rise of Android smart phones, youtube had a lot of views from mobile phones.And to be frank it is very comfortable to use youtube from the android app version. It has a Quick Seek  feature, which helps you to move the video either direction just by double tapping on the screen (Video will move forward if the tap is on the Right Side from the centre of the screen and backward if the tap is on the leftside from the centre of the screen). This forward or backward time was by default set as 10 seconds, and users were not able to make changes to it. But  now youtube has come with a n...
Post a Comment
Read more