Netflix is expanding its service on a global scale as it launches a lower-cost, mobile-only plan in Malaysia.

The on-demand video streaming service will be available for just $4 a month. With this plan, users will have access to Netflix on one mobile device with 480p video quality. There will not be a feature allowing them to stream on their TVs or laptops.

Netflix began testing international packages last year. There are rivals in locations such as India such as iFlix, which covers 28 countries, HOOQ and Viu. These are priced at $3 or more per month, meaning that the new Malaysian package fits in the current pricing margin in the market. In Malaysia, competitors include Astro Go, playTV, Dimsum and iFlix.

Indicating a focus on customers who are largely mobile-only in India and parts of Asia, Netflix is also creating new content for the region. This month, Netflix revealed there would be eight new Netflix Original movies for the area, as well as a new series from Asia.

Netflix has indicated its hope that new plans would ‘broaden access to Netflix in this truly mobile-first nation’. Indeed, statistics from industry estimates show that over 88% of those in Malaysia owns a smartphone, with 78% of internet users in this area streaming and downloading media content.

Ajay Arora, director of product innovation at Netflix, said: ‘Our members in Malaysia love to watch shows on their smartphones and tablets. With the first-ever Mobile plan in Southeast Asia, all of Netflix’s shows and movies will be even more accessible for Malaysians to stream and download.’

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