Netflix struggled to penetrate the Indian market

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              Netflix is a very big online streaming giant all over the world and with the fact that about 70% (73 Million) of its earning is from the international market. It has expanded more over in 190 countries but it struggles to enter the large market in India.
               In 2016 Netflix and Amazon prime videos launched in India to take advantage of a drastic decrease in data prices (Thanks to Jio). So the Data use which was very expensive suddenly was available to everyone at a cheaper price. More than 35 streaming platforms and thousands of websites came to the Indian market to grab the market share.

India and internet Market

               India has become the 2nd internet market after China where we found that people of India are more likely to watch movies and TV show.        
               Indian are watching online videos for 8 hours and 28 min each weak. That is far higher than the global average of 6 hours and 45 mins.

The streaming leader in India is Hotstar and Why?

               Research from Jana says that Hotstar holds more over 70 percent of on-demand local service of the Indian market and Amazon prime holds more market share than Netflix.
               Indian market is estimated to be more than $2.25B till 2023 and that will be a huge market.
The competitive advantage of Hotstar  over Netflix

               Price & Free streaming

               Hotstar is giving the premium offers in $3 per month with 80% of free streaming. Whereas Amazon prime starts with the plan with $1.90 per month including access to all the music channel in the market. Where the lowest price of Netflix starts from more than $7 in India.

The biggest problem for Netflix and other streaming channels facing

               India is a country of many languages to penetrate the whole Indian market every streaming channels have to give lots of effort and so as well Netflix is trying to show more variety of shows in different languages to that can penetrate the market but Hotstar has already done that. From the parent channel star India.

Conclusion


               Netflix is a very big brand and India is a very big Market so it will take time for Netflix to know the Indian consumers and gain large Market share.



Please tell us if there is any other aspect of the story that we could not mension in the comment section down below.

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