IIT Kanpur Product Club Case Competition 2024 — National Finalist Deck: Netflix India Growth & Monetisation Strategy - IIT Kanpur Product Club

Netflix India operates within an estimated $3 Billion streaming video-on-demand (SVOD) market projected to grow at an 11-12% CAGR (2024-2027). Despite holding a 13% market share with 10-12 million subscribers and projected 2025 revenue of $600 to $700 million, Netflix trails competitors like Disney+ Hotstar (26% share) and Amazon Prime Video (23% share). The central business problem addresses increasing first-time subscription revenue from ₹57.8 Lacs / Day to ₹72.3 Lacs / Day by resolving perceived high pricing in the Indian market. To address this gap, primary user research was conducted across key demographic segments. Insights revealed that 60% of respondents prefer paying between ₹100-199 monthly, 35% primarily consume content on smartphones, and 40% identify a lower entry price as the top factor for trying a new platform. Utilizing MoSCoW and RICE prioritisation frameworks alongside four distinct user personas, the deck evaluates key pain points around affordability, lack of offline viewing, and commitment reluctance. The strategic solution proposes a two-pronged growth mechanism: Solution 1 introduces a 14-day Free Trial offering 7 days of unrestricted premium access followed by 7 days of limited catalogue access with automated subscription reminders. Solution 2 introduces 'Netflix Beta', a budget plan priced at ₹99/month offering SD quality streaming on a single mobile device supported by ads to subsidise costs.