Now the company has begun testing a mobile-only subscription that may be a part of Netflix's plan to offer more affordable options to customers. The mobile plan is only presented as an option to users who access the plan tiers using a smartphone or tablet. However, in a statement to TechCrunch, Netflix did confirm the trials of such subscription plans are "running in a few countries".
It looks like the streaming giant is testing the new pricing tier in Asian and East Asian countries which favour mobile viewing over traditional methods. The catch: The plan only allows users to stream content on a mobile device.
Aside from offering cheaper options, Netflix is also doubling down on local content in Asia.
Netflix did not immediately respond to a Fortune request for comment on the mobile-only package.
While Netflix doesn't now offer a cheaper, mobile-only option in the U.S., Malaysia's Basic and Standard plans come in at about the same price compared to the equivalent plans in the states.
Entrackr queries to Netflix about its detail India plan did not elicit any response.
This means that much of Netflix's subscribers are now outside the U.S., though Media Partners Asia, a provider of advisory, consulting and research services, noted in a report in April that Asia "plays a modest role in the company's growth story" as it contributes less than 5% of the global base at the end of 2017.
Netflix is testing a cut-price mobile-only subscription as it explores new packages aimed at widening its appeal in Asia and other emerging markets...
A mobile-only plan could potentially be popular in the US. Generally, we try out lots of new ideas at any given time, and they can vary in how long they last and who sees them.
India is a price sensitive market.
A number Wilmot Reed Hastings Jr., Netflix CEO, has belied this, saying, "I wouldn't listen to the analysts very much". "This line-up cuts across genres from horror to fantasy and in locations from Leh to Mumbai", said Ted Sarandos, Chief Content Officer for Netflix.