- Netflix is trailing Hotstar and Amazon Prime Video in India, an area Netflix has pinpointed as a key for future growth, new mobile usage data provided by SimilarWeb exclusively to Business Insider suggests.
- But early signs show Netflix's new mobile-only tier could help it catch up.
- For more stories go to www.businessinsider.co.za.
Netflix is trailing Hotstar and Amazon Prime Video in India, an area the Netflix has pinpointed as a key for future growth, new mobile usage data provided by SimilarWeb exclusively to Business Insider suggests. But early signs show Netflix's new mobile-only tier could help it catch up.
The estimated number of daily active users on the Netflix app in India fell 4% year-over-year during the third quarter, the SimilarWeb data showed.
SimilarWeb estimates average daily active users and other activity on apps and websites, such as the share of users who open the Netflix app each day, through a panel of hundreds of millions of Android phones and tablets globally. It tracks mobile usage of the Netflix app in 30 international regions, including India, Brazil, the UK, and Malaysia, where it has a sample size that makes up a statistically significant portion of the local device population.
While the data from SimilarWeb doesn't capture Netflix's full footprint, it does give some insights into what is happening in some of Netflix's most important international markets.
A deeper look at Netflix usage in India shows that the share of users opening the mobile app daily - a measure of Netflix's most loyal subscribers - is far less than apps from local rival Hotstar and global competitor Amazon Prime Video.
But Netflix's open rate started to improve in July and August, after it introduced a cheaper mobile-only plan that was more in line with what Hotstar and Amazon were charging.
"It's looking positive in India," Ed Lavery, manager of SimilarWeb's investment solutions business, told Business Insider. He cautioned that it's too early to tell if the trend will continue.
Receive a daily email with all our latest news: click here.
Also from Business Insider South Africa:
- The massive plastic-cleaning device invented by a 25-year-old is finally catching some trash in the Great Pacific Garbage Patch. Take a look at its journey.
- Satellite images show how South Africa’s biggest malls – in Fourways, Menlyn, Midrand, Sandton, and Durban – have transformed
- Cash only: Card problems at Woolworths around the country
- 'I thought Uber drivers were bad at picking me up.' Trevor Noah makes fun of new Tesla feature
- Chicken Licken has a ‘secret menu’ – but the only thing cool about it is the black box it comes in
- Why Boris Johnson will be forced to delay Brexit until next year