Netflix has reduced its subscription price in India by as much as 60% to allow it to compete more effectively with rival streaming operators Amazon and Disney.
Netflix has made reductions across all its four-tier plans.
The largest cut is on its basic plan, which has fallen 60% from 499 rupees to 199 rupees ($2.60) a month.
The price of its mobile-only plan is being lowered by a quarter to 149 rupees, with overall prices of various plans falling 18% to 60%.
The new prices will make the streaming service “more accessible” to Indian audiences, said Monika Shergill, vice president for content at Netflix India.
India is a major focus for Netflix as it looks to build up its subscriber base outside the US. In 2018, Netflix said India could deliver its next 100 million subscribers.
However, the streamer has struggled in the price-conscious Indian market, where its rivals have been more competitively priced. Amazon Prime Video charges 179 rupees ($2.36) a month, and offers a cheaper annual payment plan. Disney + Hotstar has an annual premium plan with access to all its content in 4K at 1,499 rupees ($19.76).
Bloomberg reported that Netflix has won just an estimated 5 million customers in the country, compared to the 46 million who subscribe to the Disney Hotstar platform and 19 million to Amazon Prime Video, according to researcher Media Partners Asia.
Netflix has previously said 2021 will be its biggest year in India, with the release of more than 40 new titles, among them films featuring top Bollywood actors, stand-up comedy shows and original series.