CHENNAI: Netflix,the big daddy of all Internet streaming services is now in India with its humongous library of content, becoming accessible to Indian Internet users on January 6 - part of the platform’s simultaneous expansion into 130 new markets. The launch sparked instant excitement. The platform comes with an immense catalogue of series/movies so far unavailable in India.
It has also raised several questions. Will Netflix, with its relatively cheap, third-party, commercial-free offerings change the way Indians watch TV?
Not right away, is the consensus. One of the first questions that arises following Netflix’s entry into the Indian market is whether India’s ramshackle Internet infrastructure will be able to support the platform’s full offering.
According to Netflix’s own site, the recommended speed for streaming even a standard definition video is a 3 megabytes per second (3 Mbps) connection. For High Definition content, the figure is 5 Mbps and for the Ultra HD versions, it is a whopping 25 Mbps. Standing in stark contrast to those numbers is India’s average Internet speed in 2015 - 2.5 Mbps, according to Akamai Technologies’ ‘State of the Internet Report’ for the third quarter of this fiscal year. Even the peak average speed did not cross 18.7 Mbps.
However, initial user-reviews have said that while the streaming is not instantaneous on average connections, it is not un-watchable either. “As far I have used it, it has been adequate. I streamed an SD movie on a 1 Mbps broadband connection and it was fine, after about 30 seconds of initial buffering,” said Ajay Jacob from Chennai.
Responding to Express’ questions, Netflix said that their ‘per-title encoding’ technology was up to the task of providing a decent experience to users with lower bandwidth connections.
“Imagine having very involved action scenes that need more bits to encapsulate the information versus unchanging landscape scenes or animation that need less. This allows us to deliver the same or better experience while using less bandwidth, which is particularly important in lower bandwidth countries,” said Netflix’s spokesperson.
But speed is not the only issue. It is also how much data an Internet service provider allows you to use in the country and for how much. According to Express’ calculations based on Netflix’s data, a connection with a 40 GB data limit would allow a viewer to watch around 57, 45 minute series episodes on SD quality. Not many in the country, however, have a 40 GB connection that costs not lesser than Rs 1,500 a month. Coupled with Netflix’s Rs 500 subscription for its minimum plan, a Netflix connection is significantly more expensive than services currently provided by many DTH operators for Rs 500.
Netflix is also saddled with a limited payment option channels for its use. Many potential subscribers looking to register found their debit cards not being accepted with the service only being available for credit card holders.
Netflix has given an assurance that they will bring in more options later. “Initially, members in new markets will be able to pay with an international credit card via Netflix, through the iTunes app store in most markets and via Paypal. Over time, we aim to add local payment options around the world,” said a spokesperson.
The last hurdle Netflix has to face is the very limited local content on its library. While there are a few classics from Bollywood, users are complaining that there is not a lot. Not even all of the English language content is available in the US and UK markets is showing up on Netflix.in.
All said and done, Netflix’s entry is still a matter of excitement. Because while some films are not available, there is a large amount of content, so far unavailable legally in India, that has suddenly become open to viewing. The relatively cheap rates for such content is also reviving hopes that it could wean Indian viewers from their tendency to download pirated videos.
Netflix’s commercial-free model (except for those of their own productions), is also likely to wean Indian viewers off mainstream television. For independent productions that have so far been unable to afford screening space and time, Netflix offers a huge opportunity to reach a so far unreachable audience. So, yes, Netflix and its ilk could begin a revolution in the way Indians consume entertainment and from whom they consume it - especially as Internet speed and penetration across the country steadily increase. However, this will not happen all at once.