Not too long ago, Netflix’s Reed Hastings admitted the streamer wasn’t used much on smartphones. Now the co-founder/CEO thinks the platform’s next 100 million subscribers could come from India’s cellphone users.
New data from Digital TV Research contends the rest of the cellphone ecosystem is catching on. Smartphone SVOD subscriptions for 138 countries will double between 2019 and 2025 to 170 million. The total will climb by 25 million in 2020 alone.
The net smartphone SVOD subscriber count will rise by 34 million through 2025 to 93 million — lower growth than gross subscriptions.
The average smartphone SVOD subscriber will pay for 1.83 services by 2025 — up from 1.45 in 2019. These figures are lower than for fixed broadband homes, which total about three SVOD subscriptions. Smartphone SVOD subs via mobile operators will reach 16% of the 582 million global SVOD subscribers by 2025; up from 14.6% of 403 million in 2019.
Smartphone SVOD take-up will be highest in emerging markets, i.e. India, especially those with low fixed broadband penetration, where disposable incomes are limited.
“Our forecasts only cover subscriptions taken via a mobile operator, so they exclude direct SVOD subscriptions via a mobile app,” analyst Simon Murray said in a statement. “These forecasts could easily more than double if direct mobile SVOD subscriptions were included.”