Pricing and content – Netflix’s dilemma in India

Abstract

Learning outcomes

The learning outcomes of this study are as follows:1. Analyze the pricing strategy followed by Netflix in India;2. Examine the challenges faced by media companies, including over-the-top (OTT) service providers, in developing content for target consumers in emerging markets; and3. Evaluate the dynamics of the Indian OTT industry and understand the effect of external and internal factors on the growth of Netflix in India.

Case overview/synopsis

This case discusses the dilemma faced by Netflix in India regarding pricing and content. Netflix was accused of hurting the religious and political sentiments of Indians by broadcasting bold shows such as Sacred Games and A Suitable Boy. Netflix is caught in a dilemma between its pursuit to achieve its target of achieving 100 million subscribers from India versus continuing its profitable high pricing strategy. Another key dilemma is regarding the streaming of attractive bold content which may occasionally hurt the religious/political sentiments of some Indians or stream only safe content which may be deemed as boring by its young target audience.

Complexity academic level

Undergraduate and postgraduate students studying Marketing courses in Commerce and Business Management streams can use this case.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.

Citation

Saldanha, A. and Aranha, R. (2022), "Pricing and content – Netflix’s dilemma in India", , Vol. 12 No. 4. https://doi.org/10.1108/EEMCS-12-2021-0411