Why Netflix

is
struggling
in India

BY – Atharva
Mahajan & By –
Shubham Chakravorty
By – Atharva
Atharva&
Shubham
&
Shubham
INTRODUCTION
We all know that Netflix is the
world’s most popular OTT(Over
the top) online media streaming
platform.
It is growing rapidly in the USA
and European countries.
Today, we will discuss why
Netflix is struggling to grow
only in India.
Reasons Why
Netflix is Struggling
in India
 Hotstar
 Most popular online media
streaming platform in India.
 Was launched one year before
Netflix ( Feb 2015)
 Provides free access to most of
the shows which are telecast in
Star Network .
 Streams many international
tournaments of different sports.
 Holds about 70% of market
share in on-demand local
streaming services.
Netflix pricing
 Pricing
 Charging almost 2 times than other
big players in India.
 Hotstar offers RS. 299/Month for
premium shows.
 Amazon Prime Rs. 129/Month
including One/Same day delivery
facility, Kindle & Amazon Prime
Music.
 The cheapest plan of Netflix is from
RS. 500/Month.
 Pricing is the key factor for not being
able to grow in the world’s fastest-
growing economy.
 Privacy
Most of the web series
are freely available on the
internet.
Most of them are
available on Torrents and
various Mods of Netflix.
Less Regional Content
 Less Regional
Content
 Netflix
took 1 year to create
regional content in India.
 IndiansPrefer to watch Web
shows & Series in Hindi rather
than English.
 On the other hand, its main
competitor Hotstar covers
almost every Indian Language.
 Marketing
Strategy
Netflix’s promotional
strategy to spend less
money on advertisements
initially in India failed.
Netflix got less word of
mouth marketing just
because of this thing.
Conclusion
Conclusion
 It will take time for Netflix to build up its
presence.
 Historically it has been seen that it takes
about 3 years for Netflix to achieve 10%
household broadband penetration.
 To make a big impact in India, Netflix
should look beyond their standard
playbook and think more local – sooner
than later.
 That is the battle for users in India’s
nascent video streaming market is
projected to get a lot tougher.