Mobile-First Strategy for Video Streaming Services in Emerging Markets

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1Q 2019 | IN-5370


Netflix Is Testing Mobile-Only Subscription Service


Netflix, which has achieved a dominant position in the Over-the-Top (OTT) service market, is now planning to expand by targeting mobile-first users. In November 2018, Netflix announced the rollout of a mobile-only subscription in Malaysia for only RM17 (US$4) per month. The cost of the new subscription service is less than half the price of Netflix’s existing packages in Malaysia. Users will have unlimited access to movies and TV shows available on Netflix; however, this will be only accessible on handheld devices, such as mobile phones or tablets. The service will also only support Standard Definition (SD) content. High Definition (HD) and ultra-HD content will not be currently available. Netflix also revealed that it will be testing new subscription tiers in mobile-only subscriptions in multiple markets.

Netflix’s Position in the OTT Market


Video streaming services have been competing with traditional pay TV services globally for years. Notably, there are 400 mi…

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