Looking at the boom in the Indian video streaming segment, London-based curated film streaming platform Mubi has decided to try its luck in the Indian market.
As a promotional offer to attract more Indian users, the platform will be charging INR 199 ($2.98) for a three months package, keeping in mind the price sensitivity of the Indian audience. However, the company plans to charge INR 499 ($6.95) per month after the trial is over.
Just like Netflix, the price range here will still be cheaper than that of other major markets like the UK and the US. The company charges $11.8 (INR 794) in UK and $10.99 (Rs 789) in the US.
Mubi follows a movie hall type approach, where the movies are online for limited days. The platform will preview 30 movies and each day they will replace one with a new addition.
Mubi is taking a more holistic approach by streaming cinema from local Indian languages like Hindi and Bengali, among others. Moreover, it also provides critical analysis of these movies, along with reviews from the vieweres, something most global video streaming giants miss out on.
Movies in its current catalogue includes critically acclaimed Indian cinema like Ek Din Achanak (1989), Rudaali (1993), Pyaasa (1957), Kasba (1990), and Padatik (1973). Whereas the World channel collection includes John Wick, Drive, Knife Heart, Under The Lake, Moonrise Kingdom, Leto and others.
Launched in 2007 by Efe Cakarel, Mubi, which was originally known as the Auteurs, is a social network profile for people who love cinema. The platform will be available on Android phones, iPhone, Smart TVs running on iOS and Android, Amazon Fire TV, Google Chromecast, Sony PlayStation consoles and the Nvidia Shield.
Other video streaming platforms in India include Hotstar, Netflix, Amazon Prime, ALT Balaji and Zee5, among others. Most recently, Disney + and Flipkart have also announced their entry in the video streaming segment. However, Disney + will be launching their content in India through its sister company Hotstar, which was acquired by Walt Disney in 2019.
According to a report by global management consulting firm Boston Consulting Group, India video streaming is expected to become a market worth $5 Bn by 2023. This growth can be attributed to 608 Mn active internet users in India, which too are growing at a fast pace.