Mobile rules: Netflix launches smartphone-only subscriptions

After giving it a test run in a few countries earlier this year, Netflix has confirmed it will officially introduce a new plan that only lets customers stream content on a mobile device. The plan, set to launch in India during the third quarter, will be priced lower than the company’s existing subscriptions. Netflix said the mobile-only plan “will be an effective way to introduce a larger number of people in India to Netflix and to further expand our business in a market where Pay TV ARPU (average revenue per user) is low (below $5).” Netflix announced the new plan alongside financial results that revealed a big miss on customer growth that was way off the mark of the company’s forecast. Net subscribers in the US actually declined during the quarter.