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HomeNewsNew Media‘There will be different pricings for each country’: Ted Sarandos, Netflix chief content officer
Monday, 29 October 2018 10:46

‘There will be different pricings for each country’: Ted Sarandos, Netflix chief content officer

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Recently, Ted Sarandos, Netflix chief content officer, accepted the fact that the internet entertainment service provider has realised that Indian consumers are price conscious and hence it will try lower pricing models in India that suits the market. Sarandos spoke at the Mumbai Film Festival.

There will be right price value for every country, he said.

He added: “It is not price sensitivity as much as it is about value sensitivity. If you watch Netflix for a couple of hours a day like a lot of people do around the world then the value is very high. If you casually drop in on a couple of episodes then the value may be lower for you. The aim is to make the product more valuable to consumers by giving them more high quality things to watch. We are always trying to adjust the price to suit the market and that’s true of all countries.”

Netflix is planning to experiment with lower pricing models for the Indian market as part of its ambitious target to acquire the next 100 million subscribers from the market.

Ted noted: “We are doing something that has not been done before versus something that is readily available. There are a lot of entertainment options India. How do you stand out from the crowd? It is by watching the culture that is so in love with film and with television as well but the idea of taking some of the great production value of cinema and infusing it into television to tell these great stories in a way that people haven’t seen before was the bet.”

As per Sarandos, India is one of the most exciting markets in the world just in terms of the market’s vibrancy, the youth, the adoption of the Internet as a viewing choice. For him the incredible opportunity that India offers is that fact that 250 million people watch content on the Internet.

He added: “It shows you that people are hungry for great stories and have a very big appetite for great stories. This is an incredible storytelling culture. So the idea that we could do what we have done around the world in India gives us the confidence to be so much further ahead of it than we were in other countries. The youth of this country is excited about different opportunities. They are not so stuck in their ways as they are in other countries.”

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