Netflix is betting heavily on Asia

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The Netflix service is betting heavily on the Asia-Pacific region by investing millions of dollars in original and licensed content in major markets, such as India.

The company said last month that nearly half of its paid membership growth came from Asia Pacific.

International expansion has been a major focus of broadcast service in recent years, particularly in markets across the Asia-Pacific region since 2016.

Netflix focused on localization when it was launched in the region, and this included adding subtitles and dubbing in regional languages, such as: Hindi, Malay, Korean, Japanese, Thai and Indonesian, and the company also provided the application interface in local languages.

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The company has paid for mobile-only plans in places like India, Malaysia, Indonesia, the Philippines and Thailand, offering these subscription plans for under $ 5 a month.

This contrasts starkly with the type of premium pricing for the service in markets like the United States, where a standard subscription is priced around $ 14.

Users in India can pay 199 Indian rupees (2.68 USD) per month to watch Netflix without interruption in standard definition via smartphone or tablet at any time.

The mobile plan, which was introduced in 2019, joins three other plans in place, ranging from 499 rupees per month to 799 rupees.

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In markets such as Japan, South Korea, India and Indonesia, the service sees great potential and continues to invest in those markets.

Given the high smartphone penetration rate and cheaper internet connection, more people are online for the first time in their lives, making the region have a large potential customer base that tech companies can capitalize on.

India has about 570 million Internet subscribers, which makes it second only to China in terms of the number of users, and the rate is growing by 13 percent annually.

Netflix spent $ 400 million developing the original content as well as licensing other content for the Indian market between 2019 and 2020.

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Although Netflix is ​​not available in China, the company has invested heavily in developing local content for the region, and has produced more than 200 original content.

The company has also invested more than $ 700 million in partnership financing and co-production in South Korea since 2015 and has 3.3 million subscribers in the country.

The company said it has nearly doubled its content list for Southeast Asia every year since 2016 and plans to add nearly 500 content from the region in 2020 alone.

Southeast Asia is a lucrative market for companies, given its large population and the relative number of people using the Internet for the first time.

Netflix faces stiff competition from local, regional and international players, many of whom have big bucks or are backed by large companies, including Prime Video, HBO Max and Hotstar.

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