Final Project on

Topic: Netflix should launch single mobile screen subscriptions in

Bangladesh
Course: INB490 Sec: 1, Fall 2019

Submitted To
Faiz Hossain

Submitted By
Kazi Mahir Ashef
1510095030

School of Business and Economics

North South University

Date of Submission: 23/12/2019

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 Contents

Introduction............................................................................................................. 3
BACKGROUND.......................................................................................................... 4
Netflix in Bangladesh............................................................................................. 5
Netflix Plans in Bangladesh and India.................................................................5
Pros and Cons.......................................................................................................... 6
RESEARCH METHODOLOGY.................................................................................... 8
RESEARCH QUESTIONS........................................................................................... 9
Data presentation and analysis..........................................................................10
Summary of research findings............................................................................17
Conclusion.............................................................................................................. 19
Reference............................................................................................................... 20

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Introduction

Be it flight delays at the airport, long hours on the road stuck in traffic, or an awful

headache after a long day at work, there is always room for Netflix, the online, video-on-

demand streaming service that turned traditional broadcasting media on its head and

drove a behemoth such as Blockbuster to the ground. Netflix is the world's leading streaming

entertainment service with over 158 million paid memberships in over 190 countries enjoying

TV series, documentaries and feature films across a wide variety of genres and languages. They

offer clients long periods of stimulation and furnish content that is reliably refreshed with new

and old movies and shows. What has added to their prosperity is their immersion of the market

by making their administrations accessible from numerous points of view as could be expected

under the circumstances. Along with market saturation, pricing, and content they isolate

themselves from contenders. It is with their enrollment evaluating plan for administrations that

they engaged numerous clients and has added to them turning out to be showcase pioneers.

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BACKGROUND

Netflix was created in 1997 in Scotts Valley, California by Marc Randolph and Reed Hastings.

The two had recently cooperated at an organization called Pure Software. Randolph was prime

supporter of Micro Warehouse, a PC mail request organization, and later filled in as VP of

promoting at Borland International. Hastings established Pure Software, which he had as of late

sold for $700 million, and he put $2.5 million in Netflix for fire up money. Hastings thought of

the idea for Netflix when he neglected to restore a film by its due date and wound up paying $40

in late expenses. The site launched on April 14, 1998 with a progressively customary

compensation for each rental strategy. Netflix presented the month to month membership

strategy in September 1998. From that point forward, Netflix has gained notoriety for level

charge boundless rentals without confusions, for example, due dates, late expenses, or postage

charges.

By 2005, Netflix had 35,000 distinctive film titles accessible, and dispatched out 1 million DVDs

for every day. In February 2007, the organization conveyed it’s one billionth DVD, yet at the

same time started to move away from its unique center plan of action of mailing DVDs and

presented video-on-request by means of the Internet, live gushing. Netflix has even authorized

and conveyed autonomous movies through a division called Red Envelope Entertainment.

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Netflix in Bangladesh

Netflix, the online streaming service, has been open for endorsers in Bangladesh since 2016. The

quantity of Bangladeshi subscribers is around 200,000 as indicated by certain assessments. This

number is steadily expanding with consistently. A large portion of these clients are paying the

membership charges through worldwide Master cards and by acquiring gift vouchers.

Forgoing off the problems of paying through universal Visas and the month to month charges

that sums to $ 108 every year. According to estimates of Bangladesh Telecommunication

Regulatory Commission (BTRC) and PI Strategy, a private management consulting firm, Netflix

earns around $ 21.60 million from Bangladesh alone.

Netflix Plans in Bangladesh and India

Netflix offers three streaming plans in Bangladesh: Basic, Standard, and Premium, starting at

$7.99 per month and ending at $11.99 per month.

In India, Netflix now offers four plans that the company has divided into - mobile, basic,

standard and premium. The mobile plan costs Rs 199 per month and under this plan users get to

stream their favorite shows and movies only on smartphones and tablets. Under Rs 799 plan

subscribers get four screens at a time, HD and Ultra HD streaming support.

In Bangladesh, consumers are unable to pay for the service in the local currency.

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Pros and Cons

Pros:

 For just $7.99 a month, you can instantly watch unlimited movies and TV episodes

streaming over the Internet to your computer, TV or internet connected Blu-ray

players, Wii, PS3, Xbox 360, Apple iPhone or iPad

 They answer the most basic question - how do I want to access and watch streaming

video.

 For mail rental, the next DVD on your queue will be mailed once you return a DVD

 Watch your DVD for as long as you like, with no late fees

 Netflix provides the best binge-watching experience in the market today. Not only

do they not have ads, they even allow you to conveniently skip the recaps and opening

sequence of each episode. They even automatically start the next episode as you finish

each episode.

 There is so much original content. While other people like the content Netflix

licensed from other studios (e.g. The Office, Friends), I use Netflix for its original and

exclusive content. Their exclusive shows (e.g. House of Cards, Stranger Things,

Narcos) have been reknowned for years. Recently their movies have been drastically

improving as well (e.g. Icarus, Roma, Bird Box, To All The Boys I've Loved Before,

Revenge). They also have a lot of niche content (e.g. stand-up comedy specials,

Japanese anime, Korean Dramas, documentaries) most competing streaming services

don't offer.

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Con:

 Certain television shows can be quite addicting.

 Netflix has so much content it is hard to find which movies and shows are good.

 Much of Netflix's licensed content are on short-term contracts. This means movies

and shows are removed and added regularly without warning.

 Outdated library

 Selection depends on your location

 Selection is limited to the programmed content (unlike the library model).

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RESEARCH METHODOLOGY

This is a topic that requires mainly the collection of primary data I believe, purely as it is related

to the populace of Bangladesh related to use Netflix with different subscription plans.

Information collected from personal sources and point of view is critical to find the actual results

from the research methods. Hence, my research work is more reliant on primary data more than

the secondary information to obtain.

The primary research was carried out on a target group from North South University. A survey

questionnaire containing an assortment of questions related to the research theme was given to

them. The questionnaire contained two parts; personal information and questions related to

viewing Netflix should or should not launch mobile single screen subscription in Bangladesh.

The first part consists of personal information, marital status and thoughts about online mobile

streaming in Bangladesh. The second part concentrates on questions related to the research. Most

of them are taking opinions and why they think so. The survey was carried out on 30 random

students present in NSU on the middle of December 2019 between 2:30 PM to 4:00 PM. Out of

them, 24 questionnaires were returned completed from 12 male and 12 female students.

For my secondary research I collected information from various sources such as libraries and the

web. Most of my secondary research is based on the web. For looking up information on the

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internet, I used standard search engines such as Google, Yahoo, MSN etc. and also larges

reference sites and news sites.

RESEARCH QUESTIONS

The purpose of my research is to find out Netflix should launch mobile single screen
subscriptions in Bangladesh as it is more cost effective for our culture.

• How much time people spend on Netflix?

• Should Netflix launch mobile screen subscription in Bangladesh?
• Is Netflix a good option for Bangladesh?
• Who are getting more benefits from Netflix: Bangladesh or India?
• Can Netflix get more subscribers from Bangladesh launching mobile subscription?
• Do Bangladeshi people prefer one screen than four screen account in Netflix?

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 Data presentation and analysis

In order to collect information and arguments related to the topic being researched, I questioned

respondents using a survey and collected the following group of results. The survey was filled up

by 24 people, 12 male and female each. I plotted the found data and projected them in the

following graphs and charts as shown below:

How much time people spend on Netflix?

once or
twice inNot
a at all ;
week ; 10.00%
10.00%
1-2 hours a
day; 40.00%

once in two
days ;
20.00%

3-5 hours a
day; 20.00%

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Out of 24 people, 10 people responded that they spend 1-2 hours a day. 5 people responded that

they spend 3-5 hours a day. 5 people also responded that they spend once in two days. 2 people

responded that they spend once or twice in a week and the remaining 2 people do not stream at

all. There are some who stream considerably quite a lot regularly. There are some other people of

the same percent as the last one who study once in a few days. Then there are a few who find

themselves sometime to stream just once in a week. And there are a few who don’t care

streaming at all.

Should Netflix launch mobile screen subscription in

Bangladesh?

90%

10%

From the above bar graph, we can see that when asked to 24 people if Netflix should use mobile

screen subscription, the number of people who responded that Netflix shouldn’t was 2 out of 24

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people. The remaining 22 believe that Netflix should launch mobile screen subscription in

Bangladesh.

It is clearly evident that almost all of them prefer that Netflix should launch mobile screen

subscription in Bangladesh.

Is Netflix a good option for Bangladesh?

60%
strongly agree
50%

20%
agree
20%

10%
neutral
20%

10%
disagree
10%

0%
strongly disagree
0%

0% 10% 20% 30% 40% 50% 60% 70%

male Series 3

From the above details observed, the female and male populace clearly strongly believe that

Netflix is a very good option for Bangladesh.

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 Who are getting more benefits from Netflix:
Bangladesh or India?

100%

90%

80%

70%

60%

50%
90%
40%

30%

20%

10%
10%
0%
Bangladesh India

From the above bar graph, we can confirm that when asked who are getting more benefits from

Netflix, it was found that Indians are getting more benefits from Netflix as they got several

payment methods and plans.

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 Can Netflix get more subscribers from Bangladesh

by launching mobile subscription?

strongly disagree disagree neutral

agree strongly agree

10.00%
20.00%
10.00%

30.00% 30.00%

It was asked to 24 people if they agreed or disagreed to the opinion that Netflix can get more

subscribers from Bangladesh by launching mobile subscription.30% of them, that is 7 people,

actually agreed to the opinion that Netflix can get more subscribers. There were another 30% that

is 7 people who were neutral to the opinion Netflix can get more subscribers. There were 20%

that is 5 people who strongly agreed to the opinion that Netflix can get more subscribers. On the

other hand, there were 10% of the people that is 2 people who strongly disagreed to the opinion

that Netflix can get more subscribers. Similarly, by numbers, 10% that is 2 people generally

disagreed to the opinion that Netflix can get more subscribers.

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The above information is an indication that most of the people where either neutral or strongly

agreed to the opinion that Netflix can get more subscribers by launching mobile subscription.

There was a good number of people who agreed in general to the topic of arguments statement.

Only, few number of people either disagreed or strongly disagreed to the statement they were

asked to either agree or disagree and in what degree.

Do Bangladeshi people prefer one screen than four

screen account in Netflix?

10.00%

40.00%

30.00%

20.00%

strongly agree agree neutral disagree strongly agree

24 respondents filled the survey where it was asked “Do Bangladeshi people prefer one screen

than four screen account in Netflix”, the following information came up. 40%, which was 10

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people, strongly agreed to the notion. Another 30%, which was 7 people, were in the neutral side

of things. 20%, that is 5 people, agreed against the subject. There were 2 people that is 10% of

the 24, who disagreed with the subject. There were none who responded as strongly disagreeing

to the subject.

The following information corresponds to the fact that most people think that Bangladeshi

people prefer one screen than four screen account in Netflix. Though, it is their personal

hypothesis, it is still a good point of reference if we are to get to the main point of conclusion

regarding the argument.

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 Summary of research findings

Around mid-2000s, the expanding moderateness and accessibility of brilliant gadgets and

entrance of the web prepared for web based gushing administrations. This has prompted the

achievement of International streaming services like Netflix, Hulu, Amazon Prime and numerous

others, as they are never again confined to watchers inside one nation. The whole globe is

presently their play area.

After enrolling into an institution, there is a difference among all the students on how much time

they individually attribute towards streaming on Netflix. A good number of the students are

pretty regular when it comes to streaming for an hour or so regularly but on the other hand, it is

also quite distinct that there are those who stream just once in a week or right before their exams

and there are those who have no time behind their streaming at all.

Like Facebook, Netflix has become a commonly recognized name all around the globe. Their

worldwide picture and notoriety for giving phenomenal client assistance and moderate month to

month valuing and amount of recordings they have accessible would assist them with standing

apart from rivalry.

Netflix is available on virtually any device that has an Internet connection, including personal

computers, tablets, smartphones, Smart TVs and game consoles, and automatically provides the

best possible streaming quality based on available bandwidth.

Although everyone is entitled to their personal opinion, but there is a straight line when it comes

to pointing out certain general view points. Most people strongly go with this argument that

Netflix should launch mobile single screen subscriptions in Bangladesh as it is more cost

effective for our culture.

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In a nation where digital payments account for only 9% of complete exchanges, the nation needs

benefits with esteem contributions huge enough for individuals to make the progress to advanced

installments.

Regardless of whether Netflix is the sole purpose behind a shopper to get a Master card, it would

be a positive development towards a money light society.

Maybe in particular, Netflix gives solid motivating forces to make and share world class content

from Bangladesh with the remainder of the globe. What merits referencing here is the way that

notwithstanding starting its voyage in 1998, Netflix began to increase genuine achievement just

in 2013 when the organization delivered its first arrangement - House of Cards.

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Conclusion

As Bangladeshi streaming video showcase is anticipated to fourfold in income continuously

2020, alongside the restricted challenge and various obstructions for new organizations to enter

the market, I would recommend Netflix keep on endeavoring to break into the Bangladeshi

market. I believe they should actualize a free trail of their service with four plans including

mobile screen subscription, so as to draw in potential clients and strategic an assortment of

promoting estimates that the Bangladesh government will permit. As Bangladesh government

has set various bans on web sites and promoting organizations, Netflix ought to be mindful on

how "elegant" their advertisements are. They should center their video content library to

incorporate both American and Bangladeshi recordings, movies, and T.V. shows to fulfill the

statistic of Bangladesh.

This research is mostly reliant on primary data collection. Although it was carried out disclosing

to the respondents for what purpose this was being carried out, but it still leaves out the

possibility that some of them are strongly biased towards a point of view that’s illogical. If that is

the case, then that leaves room for some miscalculations and misinterpretations, however minor,

which would have a reflection on my research paper and findings.

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Reference

Netflix Streaming Plans, Help Center, Retrieved from

https://help.netflix.com/en/node/24926
Sara Salinas, November 2017, Netflix dropped 5% this week, after
rallying all year, Retrieved
from https://www.cnbc.com/2017/11/10/netflix-drops-five-percent-
this-week.html
International Expansion, Netflix, Retrieved
from https://en.wikipedia.org/wiki/Netflix#International_expansion
Durdana M., Chowdhury A. (2018, April 7). Netflix and chill. Dhaka
Tribune
Retrieved from
https://www.dhakatribune.com/business/2018/04/07/netflix-and-
chill
Chowdhury S. (2019, May 17). Ushering Netflix in Bangladesh.
The Financial Express
Retrieved from
https://www.thefinancialexpress.com.bd/views/ushering-netflix-in-
bangladesh-1558106225

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