Netflix has officially announced the launch of a mobile-only streaming plan.
The cheaper offering is set to launch in India during Q3 and will initially be aimed at developing markets. It follows testing of a cheaper plan earlier this year in select countries.
With this plan, customers will have the full Netflix library, but it will only be accessible on mobile devices.
Netflix sent a letter to investors, saying that the plan will be “an effective way to introduce a larger number of people in India to Netflix and to further expand our business in a market where Pay TV ARPU is low (below US$5).”
The company has played coy on the explicit definition of the service, and has not specified how it defines ‘mobile device’ – i.e. whether it’ll be available on tablets or for casting to TVs – or if it will expand to other countries following the launch.
The news came as a part of Netflix’s Q2 report, where the company confirmed that it had failed to reach its subscriber target and lost subscribers in the US.