In a move that is set to disrupt the Indian on-demand video-streaming market, JioCinema, the popular streaming service backed by Asia’s richest man, Mukesh Ambani, has introduced a new monthly subscription plan. The revamped pricing strategy aims to exert greater pressure on rivals such as Netflix and Prime Video while redefining the narrative of premium entertainment in India.
Revamped Pricing Strategy
The newly launched plans offer an affordable entry point for consumers, with the lowest tier costing just 35 cents (Rs 29). This is a fraction of the cheapest plans offered by rival streaming services, which are priced at $2.40 and $2.15 respectively in India. The new pricing strategy is expected to increase competition in the market and make premium content more accessible to a wider audience.
Two Monthly Tiers Offered
JioCinema has introduced two monthly tiers: Rs 89 ($1) and Rs 29. Both plans offer identical features, including:
- Ad-free experience: Enjoy uninterrupted viewing without ads.
- 4K streaming: Watch your favorite content in high-definition quality.
- Offline viewing: Download content for offline viewing.
- Simultaneous screen access: Stream content on up to four devices at the same time.
Additional Features
JioCinema Premium subscribers will also have access to a vast library of content from leading studios such as Peacock, HBO, Paramount, and Warner Bros. Discovery.
Sports Content Remains Free to Stream
While JioCinema Premium offers ad-free experience for most content, sports events including the ongoing Indian Premier League (IPL) will remain free to stream but with ads. This means that consumers can continue to enjoy their favorite IPL matches without incurring additional costs.
Revamp Follows Reliance-Disney Merger
The revamped pricing strategy follows the merger of Ambani’s Reliance and Disney’s local unit earlier this year. The joint venture has been valued at $8.5 billion and is expected to capture 85% of India’s on-demand streaming service audience and about half of TV viewers.
JioCinema Undercuts Rivals
By offering an affordable premium tier, JioCinema is undercutting its rivals, Netflix and Prime Video. This move is expected to increase competition in the market and make premium content more accessible to a wider audience.
Creating an Entertainment Ecosystem
According to Kiran Mani, CEO of Viacom18 Digital, "JioCinema Premium aims to redefine the narrative of premium entertainment for every Indian while building a daily viewing habit." The company’s vision is to create an entertainment ecosystem that caters to every household in India.
Conclusion
The revamped pricing strategy by JioCinema is set to disrupt the Indian on-demand video-streaming market. By offering affordable premium tiers, the service aims to increase competition and make premium content more accessible to a wider audience. As the market leader seeks to redefine the narrative of premium entertainment, one thing is certain – consumers will benefit from increased choices and affordability.
About the Author
Manish Singh is a senior reporter at TechCrunch, covering India’s startup scene and venture capital investments. Before joining TechCrunch in 2019, Singh wrote for about a dozen publications, including CNBC and VentureBeat. He graduated in Computer Science and Engineering in 2015.
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