From launching an affordable Rs 199 mobile-only plan exclusively for India to introducing Hindi language interface, Netflix has been making some serious efforts to gain a foothold in the country. Now, at the company’s earnings call today, Greg Peters, COO and Chief Product Officer at Netflix announced yet another India-first initiative. The OTT platform will be offering its entire catalogue for free over a weekend for everyone in the country.
Netflix is competing with Disney+ Hotstar in India, which is one of the most popular OTT platforms in the country with around 8 million subscribers. On the other hand, according to a report by Comparitech, Netflix had 2.44 million subscribers in the country during the first quarter of 2020. Netflix announced that the new initiative is an attempt to entice new users to sign up.
Netflix will be available for free to everyone in India for a weekend
Netflix ended the 30-day free trial for new users in major countries earlier this month. During the earnings call, Netflix announced that it’s exploring new means for people to experience its catalogue and services before signing up for a subscription. The weekend-long trial for everyone in a country is the first such test being conducted by the OTT platform and India will be the first test market.
The streaming company has not announced when the new initiative will roll out in India. However, according to Protocol, the company is calling this promotional event – “StreamFest” and will organise the 48-hour event from December 4th. The report quotes Mishaal Rahman, Editor-in-Chief at XDA Developers, who found mentions of the event in a recent version of the Netflix Android app.
Unlike the 30-days free trial, users will not be required to sign up and provide their credit or debit card details to enjoy the “StreamFest”. Anyone who has a smartphone supporting the Netflix app, can download and enjoy the 48-hour event for free.
At the Netflix earnings call, Peters said, “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. So we’re going to try that in India.”