Student: Aarushi Tyagi

ID: 1720717

Netflix India: Market Research Brief

Netflix, worlds top video streaming service, came to India in January 2016. They had
intentions to dominate the Indian market in the OTT (over-the-top) sector, but failed to do
so because of the fierce competitors like Amazon Prime and Hotstar, who have been
fairly new in the market.

Netflix India has pricing similar to its primary US market and provides three types of
subscriptions. Starting with Rs.500 per month for a single screen, Rs.650 for two
simultaneous screens and Rs.800 for four screens with UHD content. In comparison to
its competitors this pricing is on the high side, as Amazons promotional offer is
subscription for Rs.499 for an entire year and post that for Rs.999 for the year which is
still cheaper than Netflix.

Also, when it comes to content Netflixs catalogue is very limited in India both in terms of
western and regional content. Currently, Netflix India is not leading in terms of subscribers
and content choice. Amazon Prime has 9.5 million subscribers whereas Netflix has an
approx. 4.2 million and customers are preferring other OTT services than Netflix.

We at Netflix India would like to increase our subscribers and be the leader in content
provider. To improve our standing in the market we need to gain insights into the factors
influencing customers choice, determine their preferences and examine price elasticity
on demand.


We aim to focus on customers in the age group of 18 to 45, both working and non-working,
in main metro cities like New Delhi, Mumbai, Bangalore and Chennai. This will help us to
have a better understanding of our customers, their content choices, why do they prefer
other OTT services, are they expecting lower prices, is there demand for more western
catalogue or more of regional catalogue and understand who has the decision-making
power.

We would like to conduct a descriptive research for this, but will take into account
suggestions from your team in case you have a better plan. We have a budget for this
research of around Rs.5,00,000. This could be increased depending on the requirement.
We expect to receive a follow up by end of January 2018, that gives you 3 months. Please
feel free to share any alternate plan or suggestions with our team.

Research Agencies Selected

1. Milward Brown (Kantar Company)

2. Happy Thinking People
3. Ipsos

Milward Brown and Ipsos have offices in all the main metros, hence their coordination
would be outstanding and theyll have better means and sources to perform the research.
Also, they have conducted similar media related researches.
Though Happy Thinking People has only one office in India, theyll have a better
management to perform the research because of the small team.
All three companies have conducted media research or some kind of consumer research
at one point, hence all are known for their qualitative and quantitative methods.