In a significant move aimed at expanding its foothold in the lucrative Asian market, Netflix has forged a groundbreaking deal with Jio Platforms, India’s largest telecommunications operator. This strategic partnership seeks to combine the streaming giant’s services with Jio’s pay-as-you-go plans, a move that reflects Netflix’s determination to bolster its subscriber base in the crucial Indian market.
Under this innovative collaboration, a mobile-only Netflix subscription has been integrated into Jio’s 1,099 rupees ($13.2) plan, while the 1,499 rupees ($18) plan offers access to Netflix Basic. The former plan delivers a generous allocation of 2GB of 5G data per day, while the latter grants subscribers a daily data limit of 3GB. Both plans boast an impressive validity period of 84 days and also feature unlimited free voice calls, adding further value to the proposition.
Tony Zameczkowski, Vice President of APAC Partnerships for Netflix, expressed his enthusiasm about the extended partnership with Jio, emphasizing their commitment to delivering a diverse array of captivating content to Indian audiences. He noted, “Our collection of must-watch stories is growing and our new prepaid bundle partnership with Jio will give more customers access to this exciting line-up of Indian content as well as some incredible stories from around the world.”
This landmark collaboration marks the first instance of Netflix joining forces with an Indian telecom operator to offer its streaming services on a prepaid plan, according to Reliance. While an existing partnership already integrates Netflix subscriptions with Jio’s postpaid and fiber plans, this foray into the prepaid market is set to tap into the preferences of Indian consumers, who predominantly favor pay-as-you-go plans.
The deepening ties between Netflix and Jio underscore the streaming giant’s tailored approach to the Indian market, recognizing the distinct dynamics at play. In India, where average revenue per subscriber lags behind that of more developed markets like the U.S. and UK, Netflix is seeking creative ways to engage and attract a broader audience. This expansion also aligns with Netflix’s global strategy, which has seen subscription price increases in several developed markets and heightened efforts to combat password-sharing.
For Jio Platforms, a telecommunications powerhouse boasting a staggering user base of over 450 million, this collaboration underscores the company’s relentless pursuit of outpacing competitors in the fiercely competitive Indian telecom landscape. Having secured the lion’s share of the $19 billion 5G spectrum license in India through a competitive bidding process, Jio has also expanded its handset offerings to entice a wider user demographic and even ventured into complimentary cricket streaming.
Kiran Thomas, CEO of Jio Platforms Limited, affirmed the commitment of the company to delivering world-class services to its users, highlighting the synergistic growth stemming from partnerships with global industry leaders like Netflix. He declared, “Our partnership with global partners like Netflix has grown in strength and together we are creating use cases for the rest of the world to follow.”
This innovative collaboration between Netflix and Jio Platforms is poised to reshape the streaming landscape in India and serve as a model for cross-industry partnerships in the evolving digital ecosystem. As both companies deepen their integration and tap into each other’s strengths, consumers stand to benefit from an enriched entertainment experience that leverages the combined prowess of cutting-edge technology and compelling content.