To penetrate deeper into the vast Indian online consumer market, Netflix, the streaming entertainment behemoth, has forged a deal with Jio Platforms, India’s largest telecom provider. The partnership aims to integrate Netflix’s services into Jio’s prepaid plans.
Under the terms of the agreement, Netflix will be bundled with Jio’s two pay-as-you-go offerings. Subscribers opting for Jio’s INR 1,099 plan (equivalent to $13.2) will enjoy a Netflix mobile-only plan, while the INR 1,499 plan (approximately $18) grants access to Netflix Basic. Both plans are valid for 84 days.
“Our collection of must-watch stories is growing, and our new prepaid bundle partnership with Jio will give more customers access to this exciting line-up of Indian content as well as some incredible stories from around the world,” said Tony Zameczkowski, Vice President of APAC Partnerships for Netflix.
It will be Netflix’s maiden venture of this kind on Indian soil. This approach aligns with the Indian consumers’ preference for pay-as-you-go plans over the conventional subscription model, which are more common in developed countries.
Netflix’s existing partnership with Jio also encompasses the integration of its subscription with the telecom carrier’s postpaid and fibre plans.
Jio has already disrupted prime online players such as Hotstar by acquiring the rights to stream IPL, India’s biggest sporting event. This and other factors caused Disney to change its future strategies. Looks like Netflix is looking to fill the gap that Disney has left in India.
“We are committed to bringing world-class services to our users. The launch of Netflix bundles with our prepaid plan is another step to demonstrate our resolve. Our partnership with global partners like Netflix has grown in strength, and together we are creating use cases for the rest of the world to follow,” said Kiran Thomas, CEO of Jio Platforms Limited.