I've said this here before (though some seem to have disliked it). The Netflix UX and video quality are leagues ahead of Amazon Prime Video. Hotstar is a big laggard and far, far behind in every single aspect except for the amount of Indian content it has.
India is a highly price sensitive country, with absolutely no customer loyalty in most industry sectors. Nothing can beat free (which is where Hotstar is stuck, competing with YouTube).
It will be a tough act for Netflix to make anything from this plan. For this particular price point, restricted to mobile and a single screen at a time, what matters to this audience segment would be more Indian content. Netflix lags on that aspect quite a bit. It has some good Indian language originals, but India is a huge country with 22 official languages (and several hundreds more of unofficial languages), and these originals with a mix of Hindi and English may not appeal to a very wide audience. At the very least, it should voice dub shows in other languages. A better approach would be to use the diverse talent of content creators across languages and states, and provide those with a voice dub in other languages.
India as a country produces more than 1000 movies every year. While most are not worth watching (for movie buffs), there are several gems if one looks at all the languages and picks the best among those.
Netflix should focus strongly on licensing content produced by others and get recent releases if it wants to keep up in the Indian market. Amazon Prime is very quick in getting recently released Indian language movies on its platform. Hotstar may be similar too.
Edit and addendum:
Actually, on further thought, this plan doesn't make much sense at all by itself. Many people in India share Netflix accounts with friends or family and share the costs too. Such people would be much better off with the highest plan for Rs.800 a month while having five profiles, four simultaneous screens (shared with three other people), flexibility to watch on any device (not just mobile), using 4K quality if desired, etc. Sharing that with three others (four in total) brings the cost to Rs.200 per person, which is just one rupee more than this mobile plan for Rs.199.
It's going to be even tougher for Netflix to make money through this plan without more partnerships and incentives. Maybe this plan could push people to move to higher tiers and account sharing. I can only think of this as acting as a teaser and getting the foot in the door. Only time will tell. This plan is not meant to have many more subscribers than the other tiers.
I rant every time this comes up. I've cancelled solely because of this annoying feature. The Amazon Video app on my Roku may not be as slick, but at least it doesn't force me to mute my TV when I'm browsing through the selections.
I bet they A/B tested that feature and decided users loved it because their metrics did not reveal how many users were muting their televisions. Maybe on Smart TVs they know, but perhaps not if that smart TV is hooked up to an external sound system.
Let me preface this by admitting that I'm a very poor judge of video quality since I generally think those 720p/700MB torrent encodes are swell. So I'm going to ignore the matter of video quality; by my awful standards they're both perfectly adequate.
I think Amazon has Netflix beat on UX. To search Netflix without using third party tools is a real nightmare. The user interface seems user-hostile, like it's designed to conceal from the user the true breadth of Netflix's library (I earnestly believe it was.) It wasn't always this bad, in the early days of netflix's streaming business the search wasn't bad, and back when they were a DVD service (which is when I first subscribed) the search functionality was pretty decent even.
But with Amazon video, you've got the search features built into the amazon prime apps, which admittedly usually sucks, but you've also got the option of searching on amazon.com itself, or on IMDB (which has been owned by Amazon since the late 90s.) Searching on IMDB is what I do. When doing advanced searches you can specify that you're only interested in movies that are free on amazon prime in your region.
(Perhaps IMDB advanced search for prime videos is bad UX for casual users (although it was my non-technical mother who brought my attention to it, so I'd push back against that notion) but at the very least it's an option. While I've seen third party websites offering a good proper advanced search of Netflix's catalogue, as far as I know if you stick to Netflix operated search interfaces you're basically stuck up shit creek.)
GP here. I do agree with some of your points. I usually watch content on a TV, and very rarely on a computer or mobile device. On the TV, it's nice to have IMDB ratings that show up on some/many (not all) of the content on Amazon Prime Video. With Netflix I have to look it up separately. Maybe Netflix doesn't like IMDB because that's owned by Amazon, but it could provide Rotten Tomatoes ratings instead, and I'd be happy.
When I do watch things on the TV from a distance, it's important for the content preview images to be large enough and the spacing between rows of content preview images appropriate (fonts and font sizes also matter). On both Amazon Prime Video and Hotstar, I find the preview images and the layout to be cluttered and much smaller than expected. Reading content titles is quite difficult. It gets worse because both Amazon Prime Video and Hotstar have a lot more Indian content, but they tend to display the title transliterated in English while the poster has the title in the original language (which is small). This makes it difficult to read the text in the Indian language's script (transliterated titles can only help to some extent).
Amazon Prime Video and Hotstar also seem to load information on opened shows/movies slower compared to Netflix. I have a fast connection (40Mbps) with almost nothing else going on most of the time. So Netflix is doing something better in these areas.
Of course, like others have mentioned, I hate the Netflix auto-playing trailers for the currently selected show or movie. That's certainly very annoying and a ding on the Netflix UX.
My biggest complaint about Prime video is the absolutely horrid navigation of TV series.
If I'm browsing a particular genre, say Sci-Fi for example, I'm shown every season of each show, with it's own cover art. This serves to make their selection of shows seem more expansive than it is, which might be the purpose.
And given that they have a fair number of long running series licensed, this means browsing through dozens of the same shows.
I'll qualify all this by saying my experience is limited to the Fire TV interface, as I rarely watch streaming on my PC, but if the interface is that tedious on their own branded experience, I can't imagine the web interface is much better, though I could be way off the mark.
Similar to what cbsks said, Amazon Prime Video usually starts with low quality fuzzy video, which I've also seen happen in between while watching something. On Netflix, the video quality has been great from start to finish almost all the time. There have been only a few instances where I have seen fuzzy videos on it for a few seconds. This is over broadband that's usually at 40Mbps or so, which is way more than what these streaming services need for even 1080p quality videos.
On my Android TV, every Amazon videos starts at low quality before jumping to high res after a minute or so. This happens every time I start the app. Netflix never has that issue for me.
That minor annoyance is nothing compared to Netflix's auto-playing trailers, however. I actively avoid opening Netflix unless I already know what I am going to watch, and I close it immediately after I'm done watching it.
Hotstar movie/tv content and UI sucks ass but they have live cricket along with few other popular sports leagues which gives them a huge advantage in Indian market.
Yeah, I do feel the same. We are a country wherein 90's we used to steal cable tv subscription by hijacking antennas. I have done it myself.
I see so many people (while travelling in metro) viewing horrible cam rips of latest movies. Majority still don't care about quality. Free always beats quality here.
>>Nothing can beat free (which is where Hotstar is stuck, competing with YouTube).
As you yourself mentioned cheap beats expensive in India. And because of the latest TRAI rules of selling TV channels in packages, cable TV has just become prohibitively expensive. Earlier you could get all the channels for 500 rupees, you get nothing for that today.
Which is a big reason Netflix like streaming services will win big in the coming future.
>>For this particular price point, restricted to mobile and a single screen at a time, what matters to this audience segment would be more Indian content.
Anybody buying this plans has a smart phone that can cast to a TV. So its not exactly mobile only. Plus if you have one account it works for the whole family.
this is more of exactly what happens where price plays absolutely everything. Take Jio mobile service, introduced cheap pricing , got every indian to start using them and got everyone high speed internet.
"Indian consumer market remains value-conscious" - this is the most important point here. But 200rs per month too seems very expensive. I'm not sure how this will play out. Let's see.
Hotstar has been killing it. They have the massive advantage of streaming live sports, especially IPL and other cricket matches.
I think Netflix will become the next Apple in India. They gotta think like an Indian company and not as an American company!
I agree, I think the government guaranteed wage is only 100rs per day if doing roadwork or similar. (Not sure the correct term).
I believe in the Kolkata superb area, many people with a bachelors or equivalent only make $60-80 usd a month. (4000-5500rs)
Of course, there are many many many people who make much more.
If I think of what it costs to eat out in the US, and what it costs to eat out in India...
200rs is probably more equivalent $15-40 dollars in the US. For buying power.
Examples:
Throw pillow that would be $30 USD, is 150rs, or 315rs at someplace like Anokhi.
Streetfood that would be ~$10 in the us is probably around 70rs ? But that’s even a hard comparison, as I’ve been able to snack for 20rs, but not a full meal.
A knife I bought to open coconuts, that isn’t pretty, but would probably be $25-$35 in the US, was 325rs, and I probably could have gotten it cheaper.
These are some wild numbers. Please recheck. I don't know anyone that can survive in Calcutta on $70 a month. Out of college, people earn about $350-$650 dollars on the monthly.
I will recheck. I actually pulled them off an internal document from an NGO my employer partners with. I’ll have them recheck the data that they provided.
(For income data )
As a rule of thumb, I take the amount in rupees and multiply with 6 to get the equivalent in Dollars.
As an X role in a company if you make 10k per month in India, then working for the same company as X in US, you will likely make 60k.
This is mostly based on salaries info that i have but it gives me a good yardstick for mental models. This also conveniently fits with exchange rate which fluctuates between 55 to 70 INR = 1 USD.
By this yardstick, throw pillow that would be $30 USD will be around $5 (Rs. 300) in India, subject to local revisions.
I mostly use this when I need to roughly calculate how much money I should take with me while traveling.
Rs. 200 is not a big amount. Of course, the real comparison will be with respect to the cable TV rate, and the Netflix rate might not be low enough to be a better option.
“Lack of awareness: Many citizens are not aware of the existence of a statutory provision that ensures a minimum wage rate. "80% of workers earn less than INR 20/day or less than half of government stipulated minimum wage rate (rural INR 49 and urban INR 67)”.[2] On certain instances of doubt among workers on existence of a minimum wage rate, officials have denied claims of any statutory act or legislation.[11]”
“42% of all wage earners in India receive wages below the national minimum wage floor rate.[62]”
“In Mumbai, as of 2017, the minimum wage was Rs. 348/day for a safai karmachari (sewage cleaner and sweeper), but this was rarely paid.[5]”
I think this is very correct. I asked some friends who are Indian and currently in India, and they replied with:
“On this I would say that it will be expensive for the maximum population of India as the Percentage of working class people earning good is not on the positive side. Many people still fall under BPL and I as an Indian citizen can absolutely tell you about this thing that we people totally browse it of the web and find things for free even the Netflix originals.
This is something not good or praiseworthy but yes most people do that.”
Of course it's expensive for the majority of the population, but that's not the target market here. India has a population in excess of 1b, even 1% of that market would be a good acquisition for Netflix.
Not sure they are killing it unless they make more from online subscription than cable. Lots of my friends and I have unsubscribed from cable and brought Hotstar subscription. So now they have to support multiple channels (online/cable) for a disjoint subscriber base. And it is only a matter of time when Netflixes, Facebooks and Amazons start bidding for live sports in India as well [1]
They are the leaders in this domain, thats what I meant by killing it Capturing customer base is the first step in any new venture's plans right? Not sure how they've planned their strategy but they streamed 25million concurrent connections during the super over in CWC.
If the big ones start bidding then we'll see how it goes. But for now, star is way ahead. Also 300million users when the country is making its transformation to fully mobile and VOD is massive!
>Hotstar has been killing it. They have the massive advantage of streaming live sports, especially IPL and other cricket matches.
But is there anyway to cast your mobile streaming videos from such apps on TV? I tried raspicast but it only works for YouTube not for any other app like Zee5, or hotstar or Amazon prime video.
Is there anyway to make it work on TV? Even if it requires rooting android device or smth.
Maybe because Raspberry pi is not a mass market hardware. Also how many in that small population are using it to watch streaming videos?
Raspberry pi is for hardware enthusiasts and not for end consumers. Pi 3b costs 3000Rs. A Nokia 1 phone(android) costs 4000Rs. What are people gonna buy in these two?
I have an Android TV with hotstar insalled. So I didnt try any of this. Casting works if you have chromecast installed in the TV by default or if you had purchased separately.
>> I think Netflix will become the next Apple in India. They gotta think like an Indian company and not as an American company!
Whats the difference between thinking like an Indian company vs an American company? You got me curious.
>> Hotstar has been killing it. They have the massive advantage of streaming live sports, especially IPL and other cricket matches.
I take it they are funding it with ads? Do you think they will fund everything with ads long term or are they just buying time to build market share before converting to a subscription model?
The difference is usually in the kind of customer you wish to attract - in India companies tend to focus on lower cost to acquire customers, and this works just because of the sheer size of the country. You have cities with populations in the millions, which have a sizeable population with access to high quality internet services. In the US, the focus would be on higher margins per customer, both because the total number of available customers aren't as high as in India, and an individual customer can afford a lot more than in India.
American companies don't always go for the lowest common denominator and the public quickly associate them with luxury. Apple is a luxury brand here and they refuse to price their products that are reachable to the masses.
They sell inferior products compared to the other products in the market currently. For ex apple thinks people will buy 2 year old iPhones at higher cost than one plus 7.
Netflix is doing the same with this 480p vids for 199rs.
Yes hotstar shows ads but they aren't a startup. They are the online branch of the massive star group
>> Whats the difference between thinking like an Indian company vs an American company? You got me curious.
To a first order of approximation, Most american products are tailored towards "Ease of use", "Batteries included" style. All most all Indian products are focused on claiming cheapest cost at the cost expense of convenience.
Still will be difficult for them to catch up, with Amazon prime working out to be rs85 per month, and hotstar having a massive multilingual catalogue+live sports including most cricket and EPL, Netflix limited catalogue is not exactly value at rs 199.
Only they do have some robust infrastructure like Amazon, hotstar service seems somewhat struggling under the load of millions of people watching at prime times.
Netflix was trialling the mobile only plans for a while and I have been using the weekly billed one (not sure if it's available with this update now) for RS.65. That's the best value for me - sign-up for a week for some new content once in a quarter or so. Otherwise, Netflix is way way behind others in India like you say.
Since the rise of Reliance Jio, Two things happened:
1. Sales of Budget 4G Phone.
2. Internet Content Consumption on Phone
With that, This is a super-smart move from Netflix to fight Hotstar-like Indian Soap-Opera packed Streaming Services.
In fact, Indians were massively watching Netflix already - but using someone else's Account - which is a very common way of saving money. Now this is Rs. 199 is probably going to change that because it's more like a Mobile Plan Recharge.
I guess this is the power of introducing a price-plan using Data Science as Netlfix's teams must have found out the importance of Smartphone (Device) and the game Indians were playing.
Id be interested to know if the downvoters think you're morally wrong, or whether they think its just never going to happen.
I'm reminded of a court case in the UK between Tesco and Levis. Tesco were importing Levis from the US where they retailed and presumably wholesaled for much less than in Europe, but were forced to stop distribution due to trademark rules. I wonder if you could avoid that by reselling debranded Netflix, I'd guess you'd fall foul of a load of other laws doing that though.
This should help them somehow. Everyone knows about Netflix but only a few have a monthly paid subscription. Rs 650 is kind of expensive for one service with limited content.
I travel in the metro quite regularly, I see 30-50% of passengers consuming some sort of video content on their phones. There is demand for sure. Only time can tell if this new plan really helps Netflix getting more paid subscribers.
Very less. Piracy is still rampant. I find it quite common people viewing cam rips on their mobile. Theatres are expensive in metros.
I do feel this is a good move by Netflix. Local content is a problem though. Let's see how this pans out.
:-). India has the lowest cost per GB of mobile data [1]. I guess it's primarily due to being subsidized by deep-pocketed businesses' in their quest to acquire customers. One of the early such initiatives didn't end well[2], I wonder how sustainable current rates are.
Is saying, "the mass consumer market remains value-conscious" just a polite way of saying that Indians don't feel like wasting their hard earned money when pirating is easy?
Or is it that regular priced Netflix is a large enough portion of a normal Indian's income that they don't feel like they get enough to watch for their money?
Most of the people I know in America basically shrug off the price of Netflix as the cost of a few cups of coffee per month
I'm not sure what the right interpretation is, but they kind of lead to different business strategies. The first (easy piracy) is not really Netflix's problem to solve, it's the government's problem. The second (content for money) is either that Netflix needs to invest in more Indian shows or lower their prices even more.
I think your second interpretation looks right. Media has this rather irritating habit of not simply saying that "Most people can't afford" these services. Instead they come up with bullshit like "value-conscious", "value/price-sensitive" "hard negotiator/bargain hunter" etc.
Poverty/Income level topics are reserved for UN or WHO type reports and research papers.
Regarding 'piracy vs content for money' I'd add in Indian context it is same thing. People pirate not because high idealism like "content wants to be free" but mainly because most people can't afford any better. If one reverse argument and say people will stop pirating if content is conveniently available like via netflix it will still not work because even 2 dollar/month is too expensive for people who would rather have rented pirated DVD for 5-10 cents and multiple families watch together.
I don't really know what this comment is supposed to imply, using the name of a currency and not the symbol is fairly common when talking about international currencies, since not everyone knows symbols or they can be confusing aka Euros/Pounds.
For example, here is a headline from a .co.uk domain that uses the word and not the symbol for Euro
When I saw "Rs", given that I work in an academically-related field, I first interpreted it as relating to the R statistical language.
Then, during the parsing of the title, my second interpretation was that "Rs 199" was the model number of some sort.
The letters "Rs" do not, as someone from North America, mean a currency to me. IMHO, using a 'special' character like ₹ would help me interpret things better.
If you work with R wouldn't it just be R? I've never seen R Studio abbreviated to Rs. If anything I could see a programmer interpreting it as rust but the capitalized R would be weird.
Techcrunch uses WordPress, which definitely handles '₹' just fine in titles and URLs, especially since WordPress is by far the #1 CMS used in India[1].
480p streaming which this plan offers will look absolutely pathetic in most Android phones (by this time has 98-99% share in India) which boast ever increasing screen resolutions. So I bet this plan has no takers for people who love beautiful resolutions on their phones which cost sub $300.
1. 480p resolution is almost retina at about 20 inches distance on a 6 inch screen.[1] Maybe I'm part of a minority, but I find 480p quality to be totally acceptable for viewing on a smartphone.
2. Users in India access the internet via data packs and not wifi/broadband. Most are on a daily data limit of 1-2GB/day. Netflix uses about 1GB/hr for standard definition streaming.[2] So most users will likely be able to watch only 1-2 hours of video per day. Had they been streaming in HD, this would drop to about half an hour a day.
My opinion is that this is brilliant move by Netflix.
I think we're beginning to see the emergence of the videophile, like the audiophile, in which a small minority of consumers become obsessed with video quality and pursue it to the ends of the earth, all the while illogically neglecting obvious issues like "Gold plated TOSlink cables are completely moronic"[1][2] or "maybe I should be buying bluray DVDs instead of streaming video onto my smartphone."
I don't think the GP is really exemplary of this, but I've seen it cropping up more and more. For instance people who insist on running their low-quality anime rips through numerous interpolators and scalars to knock 720p/12fps source material up to 4K/60fps, or similarly insane endeavors.
480p isn't that bad, but then it depends upon what your used too. But way better than 640x480 resolution that many grew up with.
India consumers are really price savvy and look for value for money more than most people I know and with that, not as easily hooked into the fashion whims of society. Though that may well change as the average income rises.
I had a look at the best selling phones in India and https://www.gizbot.com/best-selling-phones/ and it is most insightful, of note - not one single Apple product there. Though I do recall Apple looking at producing phones locally - which would help in price as would avoid import taxation saving around 20% of the price and allow them to pass that onto the consumer. https://www.indiatoday.in/technology/news/story/apple-foxcon...
To add a counterpoint - think about a much bigger whale - Youtube - automatically upscales to 1080p when network and devices supports it. And Youtube in India is much much bigger over Hotstar and all other streaming providers. 80% of internet users of India use YouTube https://gadgets.ndtv.com/internet/news/youtube-india-penetra.... You can see that people know their 1080p when they see it.
I have been using this plan for a few months on and off (they have been trialling it for a while and it's also weekly billed) and I couldn't even notice any difference on my OnePlus 5.
I look at 480p movies all the time: good internet connection is not easy to find on the move. Honestly I don't care that much for HD as long as the experience is fluid and instant.
People who love beautiful resolution in India will be about same percentage point of people who love flying in chartered plane in US. So Netflix plan will likely work fine for target customer base.
Netflix should work out partnerships with Internet and Telecom Providers to get this working at a massive volume. If Netflix can club their billing, may not be necessary monthly, along with the likes of Jio/Airtel Recharge billings, it will be an easy access to the target subscribers they are looking for.
For the majority of Indian masses that this is intended for, it is not just the pricing but the payment method is one of the hurdles.
Lot of people still "recharge" their prepaid phone bills with cash.
Jio already has JioTV (with 600+ channels) which is free with Jio recharge. I don't think Jio would be comfortable bringing on what would essentially be a competitor for its services and give it a cut when it already has a free offering.
Airtel also has Airtel TV but offers one year of free Amazon Prime membership. There might some overlap between TV channels and content that Amazon/Netflix provide but both can co-exist and infact might be a competitive offering.
Makes sense! But I think Airtel is offering free Amazon Prime Membership to gain more market share. Does Jio need to do that since it has dominant market share already?
No. They withdrew the 500 and 1000 Rupee bills in circulation in 2016, which was around 86 percent of all the cash in the country, which is the 6th largest economy in the world at present. But cash circulation is almost back to normal by now.
As far as I know they didn't, about 2 years ago they just replaced several high value bills over night to battle corruption (you essentially had to go to a bank to get your old bills replaced, which in turn layed open your income/wealth).
In some ways Indians are like Americans. They like to be endlessly entertained with movies and sports(mainly cricket though). I think 200 rupees plan could add lot more users. Regarding what this media expert Shah claims about local content, I am not sure what kind of things Netflix can offer that local providers are not already doing in abundance.
The reason these paid services are successful in the US is because we have a fully functional and very threatening legal and corporate system that will find and punish people that steal their content and distribute it. This makes it inconvenient or risky to use free services (about ~13 years ago it was more convenient to pirate, with p2p sharing apps being very popular at US colleges and any music or film a click away, before enforcement ramped up).
Does India have the same level of legal enforcement? Why pay for a streaming service if they can pirate content?
Yes considering hotstar which offers english tv serials like GOT, originals and live cricket matches for 999 / yr it's about time Netflix did something similar
Don't understand why the subscription is cheaper on a mobile phone, if the content and resolution is the same. Also, won't you be able to use something like Samsung Dex to watch this content on a tv anyways?
For the Indians living in tier 1 - 2 cities, in their 20s - 30s, with access to high speed internet (4G, 1GB per day caps), definitely. For comparison the most popular of these mobile data plans (which also offer unlimited calls) come in at around 300-400rs per month. And there are enough Indians in this bracket for Netflix to carve out a good chunk of the market.
Moves like this really demonstrate the economics of most internet businesses. There is no real tangible link between what people pay and what it nearly costs to offer a service over a stream of bits & bytes.
Netflix started at $7.99 in 2010 and today for the same subscription you pay $12.99, which is a 62.5% price hike. That is particularly interesting, because it's considerably more than the inflation over the same period of time, which is at only 17.5% (https://www.usinflationcalculator.com/).
Content got cheaper through Netflix's own productions, engineering optimisations over the last 10 years probably also helped to significantly reduce infrastructure cost for the same service which someone paid $7.99 before and hosting got cheaper as well as Azure and Google Cloud have significantly started to compete with Amazon, yet customers pay A LOT more.
Now they want to capture a share of the Indian market and can basically offer a "reduced" service for only a small fraction of the price what a US customer pays, even though nothing changes in terms of what they have to pay their engineers and hosting, etc. in order to sustain the company. Yes there will be a little bit of additional infrastructure cost to also facilitate 480p streaming in India, but I doubt that has anything to do with the actual pricing.
I bet Netflix would happily offer HD streaming to Indian customers for the same price if there wasn't a risk of upsetting other paying customers from different countries.
Netflix customers will pay arbitrary made up prices always going up and never going down for as long as there is still enough people who just don't care to foot the bill every month. A sense of entitlement to be treated fairly or otherwise walk away, even if that means that you have to spend more time with friends instead of binge watching dumb TV is being lost in this world.
Citation needed. Everything I've heard is that content is getting more expensive for them because there are more streaming services competing for content.
India is a highly price sensitive country, with absolutely no customer loyalty in most industry sectors. Nothing can beat free (which is where Hotstar is stuck, competing with YouTube).
It will be a tough act for Netflix to make anything from this plan. For this particular price point, restricted to mobile and a single screen at a time, what matters to this audience segment would be more Indian content. Netflix lags on that aspect quite a bit. It has some good Indian language originals, but India is a huge country with 22 official languages (and several hundreds more of unofficial languages), and these originals with a mix of Hindi and English may not appeal to a very wide audience. At the very least, it should voice dub shows in other languages. A better approach would be to use the diverse talent of content creators across languages and states, and provide those with a voice dub in other languages.
India as a country produces more than 1000 movies every year. While most are not worth watching (for movie buffs), there are several gems if one looks at all the languages and picks the best among those.
Netflix should focus strongly on licensing content produced by others and get recent releases if it wants to keep up in the Indian market. Amazon Prime is very quick in getting recently released Indian language movies on its platform. Hotstar may be similar too.
Edit and addendum:
Actually, on further thought, this plan doesn't make much sense at all by itself. Many people in India share Netflix accounts with friends or family and share the costs too. Such people would be much better off with the highest plan for Rs.800 a month while having five profiles, four simultaneous screens (shared with three other people), flexibility to watch on any device (not just mobile), using 4K quality if desired, etc. Sharing that with three others (four in total) brings the cost to Rs.200 per person, which is just one rupee more than this mobile plan for Rs.199.
It's going to be even tougher for Netflix to make money through this plan without more partnerships and incentives. Maybe this plan could push people to move to higher tiers and account sharing. I can only think of this as acting as a teaser and getting the foot in the door. Only time will tell. This plan is not meant to have many more subscribers than the other tiers.