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In such a scenario, a subscription video on platform (SVOD) platform like Netflix needs to experiment with different pricing models.
"The OTT (over the top) platform space is getting crowded which is forcing players to enrich their content offering while competing on price. This is not as great for customers as it may first appear as they have limited media wallet which they now need to allocate very dynamically as a function of their content preferences," said Utkarsh Sinha, MD - Bexley Advisors.
Soon, India will see a new entrant in the video streaming space with Hotstar Disney Plus launching on March 29 with the content from Disney Plus set to be bundled with Hotstar's premium plans.
However, Sinha believes that while Disney Plus will boost Hotstar, Netflix's new offer should not be seen as an attempt to counter it.
"It is unlikely that the new offering is a knee-jerk reaction. In fact, it (new offering) is likely a considered response to what they (Netflix) have learnt from their experiments with low-price offering in India, and their several free offerings," he said.