Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Pricing and content Netflixs dilemma in India Subject The topic of the resource Content; Marketing; Marketing strategy; Netflix; OTT; Premium pricing; Price; Pricing; Strategy; Streaming; Subscription Description An account of the resource Learning outcomes: The learning outcomes of this study are as follows:1. Analyze the pricing strategy followed by Netflix in India;2. Examine the challenges faced by media companies, including over-the-top (OTT) service providers, in developing content for target consumers in emerging markets; and3. Evaluate the dynamics of the Indian OTT industry and understand the effect of external and internal factors on the growth of Netflix in India. Case overview/synopsis: This case discusses the dilemma faced by Netflix in India regarding pricing and content. Netflix was accused of hurting the religious and political sentiments of Indians by broadcasting bold shows such as Sacred Games and A Suitable Boy. Netflix is caught in a dilemma between its pursuit to achieve its target of achieving 100 million subscribers from India versus continuing its profitable high pricing strategy. Another key dilemma is regarding the streaming of attractive bold content which may occasionally hurt the religious/political sentiments of some Indians or stream only safe content which may be deemed as boring by its young target audience. Complexity academic level: Undergraduate and postgraduate students studying Marketing courses in Commerce and Business Management streams can use this case. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 8: Marketing. 2022, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource Saldanha A.; Aranha R. Source A related resource from which the described resource is derived Emerald Emerging Markets Case Studies, Vol-12, No. 4, pp. 1-14. Publisher An entity responsible for making the resource available Emerald Publishing Date A point or period of time associated with an event in the lifecycle of the resource 2022-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/EEMCS-12-2021-0411" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/EEMCS-12-2021-0411</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85142159028&amp;doi=10.1108%2FEEMCS-12-2021-0411&amp;partnerID=40&amp;md5=0dbc902f1a3039cdcd1323d14841dbed" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85142159028&amp;doi=10.1108%2fEEMCS-12-2021-0411&amp;partnerID=40&amp;md5=0dbc902f1a3039cdcd1323d14841dbed</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 20450621 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Saldanha A., Marketing Department, St. Josephs Institute of Management, Bangalore, India; Aranha R., School of Business and Management, CHRIST (Deemed to be University), Bangalore, India