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<p>Significant changes in consumer attitudes toward over-the-top media services have been observed during and following the COVID-19 pandemic. In response to these shifts in consumer sentiment, marketers have adjusted their offerings to align with consumers’ willingness to pay. Consequently, understanding consumers’ willingness to pay has become crucial for the success of media service firms. This paper aims to estimate the subscription price for Netflix in India within this evolving context by examining consumers’ willingness to pay. The Van Westendorp Price Sensitivity Model was employed to estimate the prices. The findings indicate an optimal price point of ₹300 per month, with an acceptable price range between ₹3600 and ₹4000 per annum. The estimated prices are consistent with prevailing market rates.</p>

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Netflix nation: decoding India’s streaming price sensitivity

  • 期刊论文

  • 发表日期：

    2026年2月19日

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  • Sushil Kumar Pradhan,
  • Suprava Samal,
  • Prasanna Kumar Baral

摘要

Significant changes in consumer attitudes toward over-the-top media services have been observed during and following the COVID-19 pandemic. In response to these shifts in consumer sentiment, marketers have adjusted their offerings to align with consumers’ willingness to pay. Consequently, understanding consumers’ willingness to pay has become crucial for the success of media service firms. This paper aims to estimate the subscription price for Netflix in India within this evolving context by examining consumers’ willingness to pay. The Van Westendorp Price Sensitivity Model was employed to estimate the prices. The findings indicate an optimal price point of ₹300 per month, with an acceptable price range between ₹3600 and ₹4000 per annum. The estimated prices are consistent with prevailing market rates.