March 2010
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Netflix plans free weekend access of its content in India

What will it mean for the streaming ecosystem, and how will it impact subscriptions?

Netflix has plans to offer a free weekend-long access of its content in India. The US-based global streaming giant revealed this when it announced its third quarter earnings on October 20, 2020.

“… we think that giving everyone in a country access to Netflix for free for a weekend could be a great way to expose a bunch of new people to the amazing stories that we have, the service, how the service works, really create an event, and hopefully get a bunch of those folks to sign up.

It’s not the first time that Netflix has used India as a laboratory for its new plans and offerings. It tested a mobile-only subscription (Rs 199 per month) first in India, before taking it to other nations. This free weekend-long access comes at a time when Netflix’s subscription rate has dipped. It missed its subscription forecast of 2.5 million, and gained only 2.2 million new subscribers in Q3. It had added 10.1 million subscribers in Q2 and 15.8 million in Q1.

In India, Netflix faces stiff competition from not only international streaming platforms, like Amazon Prime Video and Disney+ Hotstar, but also a slew of domestic players such as SonyLIV, Eros Now, ALTBalaji, Voot, ZEE5, MX Player, JioCinema, among others. Adding to this, there’s also a sense of streaming fatigue after all the highs OTT platforms enjoyed during the (COVID) lockdown months.











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