Netflix Comes to India, But What’s in It For You?
Will TV viewership die in India after Netflix’s launch?
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Netflix in its keynote at CES 2016, Las Vegas, announced that they are expanding their services to over 130 countries now, including India. Surprisingly it has skipped China this time.
Also Read: CES 2016: Netflix Launches in India for Rs 500 and It’s Not HD.
Netflix is a cross-platform video streaming application that gives you access to content on an iPhone, iPad, Android smartphone or tablet, Windows phones and tablets, on the web browser on a PC, Smart TV platforms, Apple TV box, Sony PlayStation and Microsoft Xbox consoles.
What Netflix is Offering in India
The basic package that Netflix is offering in India starts at Rs 500, which is not worth what’s on offer. There is no HD streaming and you can only watch it simultaneously on one screen.
The Rs 800 package is a waste to buy till the time India improves on network speeds. As the ultra HD feature by Netflix is redundant unless you are on a 4G network (which right now is just like a 3G + network). Sure you can watch content on four screens at the same time, but the question is who does that?
So, the best bet right now is the Rs 650 package that offers you HD video streaming that you can watch on two screens at the same time. That’s the middle ground.
And with all three options, Netflix is giving you one month free subscription. Reminds me of Apple Music.
Broadband speed is a challenge in India, Netflix requires a minimum speed of 512kbps and recommends 3mbps speed for SD content and 5mbps for HD videos.
So if you upgrade, your expenditure goes up by at least Rs 1500 for a good speed connection along with Rs 650 for Netflix, that makes a total of Rs 2,150. And this might not include your data for regular Facebook and Twitter checks.
At CES 2016 Reed Hastings, the CEO and co-founder of Netflix was bullish about reaching out to developing nations like ours, but there is a problem.
What’s Netflix up for in India?
In 2016, Netflix plans to release 31 original series, around 24 original feature films and documentaries, a range of stand-up comedy specials and 30 original kids series. That’s a lot of content.
And all this will be censored according to the US standards, not Indian. So, here’s the big question, what if India plans to ban it?
2015 was the year infamously known as the year of bans and Netflix might fall into that category in 2016.
The US standards of censorship are way lenient than Indian. The Game of Thrones or a House of Cards that’s seen on HBO (cable TV) in India is censored according to Indian standards.
So, do subscribe to Netflix if you are a fan, but don’t let go off your VPN (Virtual Private Network) account just yet, because if it gets banned you can still access Netflix.
There have been video streaming services in India like HotStar, Hungama Play, BoxTV, HOOQ and Singapore-based Spuul that have charges way lower at Rs 200-300 a month.
The already existing streaming services are catering to the masses in terms of content, not connectivity while Netflix appeals to only a few select in India.
Also, for a country like India with a diverse user base and where user preferences and content consumption patterns changes with the regional landscape, Netflix needs to prepare itself to acquire vernacular content and stream it to end users through various partnerships, including telcos.
Netflix vs Torrents
Many in India believe that the launch of Netflix in India will end piracy. That’s a long stretch guys, Torrents is here to stay. Just like how people said that Newspapers will die after TV or TV will die after online news.
Torrents and Netflix will co-exist in India. India is a price sensitive market and it’s cheaper to download than stream.
Many also believe that Netflix might act as a catalyst for more torrent downloads. Right now, the uber-cool online people know only about a handful of shows that are a hit on Netflix. Once they get a taste of what’s more like original documentaries and specials, people would like to get them through torrents.
That’s the sad part about India, people love good content but don’t like to pay for it. As in India, the percentage of subscribers paying for streaming content still lies in single digit, a likely challenge for Netflix for mass adoption.
Netflix vs Cable TV
Let’s get this straight, Netflix is for millennials, they are the one’s who won’t be interested in the 9 pm super prime time TV debates or the daily soaps.
Streaming services like Netflix will be readily adopted by millennials, but not so much by people who are used to cable TV.
Plus the ultra HD package that Netflix gives us for Rs 850, can be bought on Tata Sky for as low as Rs 730.
Sure in 10 years from now, when the millennials grow up and have the purchasing power, they’ll subscribe to Netflix, but until then people will be happy with their TV connection.
It’s an exciting time in India for online video content and video content in general. The consumption is high and the hunger of the viewer is growing. The launch of Netflix in India is welcomed by many. But its success will only depend on how well it will understand the needs, wants and desires of the Indian viewer.
You can get your netflix account here.
Epic Reactions to Netflix Launch in India
Netflix is all over the social media with people voicing their funny reactions on Twitter. Have a look.
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