On Wednesday, the well-known Indian on-demand media streaming provider JioCinema unveiled a new monthly subscription plan, the lowest of which only costs 35 cents. The market-leading service is changing its pricing strategy in an effort to “redefine the narrative of premium entertainment” and put more pressure on competitors like Netflix and Prime Video.

Backed by Mukesh Ambani, the richest man in Asia, the service launched two monthly tiers: 89 Indian rupees ($1), which allowed for four screens to be used simultaneously, and Rs 29, which allowed for just one screen. Both tiers include the same benefits, with the exception of simultaneous viewing, such as ad-free streaming, 4K streaming, and offline viewing options.

All additional content on the app, including an extensive collection of films from Peacock, HBO, Paramount, and Warner Bros. Discovery, is accessible with JioCinema Premium.

Last year, JioCinema introduced an annual premium tier with a worldwide stock for Rs 999. The representative stated that individuals who have subscribed to the previous tier would be automatically transferred to the new plan as Viacom18, JioCinema’s parent company, has canceled it.

Sports stuff, such as the Indian Premier League cricket rivalry, will continue to be available for free streaming, but with advertisements. (Ads in the live sports programming will not be removed by the premium tier.)

The price change comes after Ambani’s Reliance, which controls most of Viacom18, combined its media division with the local Disney branch earlier this year. Analysts estimate that the joint venture, valued at $8.5 billion, will be responsible for almost half of TV viewers and 85% of India’s on-demand streaming service market. Hotstar is a widely used streaming service that is run by Disney in India and Southeast Asia.

With its new 35-cent premium tier, which is a fraction of Netflix and Prime Video’s cheapest plans priced at $2.40 and $2.15, respectively, in India, JioCinema is also undercutting its competitors.

Additionally, two years ago, Reliance and Disney reached an agreement to pay almost $6 billion for the Indian Premier League’s five-year streaming and television rights. Viacom18 intends to recover a large portion of its investment over the following three years, even though it will still provide customers with a free, ad-supported streaming experience for the Indian Premier League.

The CEO of Viacom18 Digital, Kiran Mani, stated in a statement that “creating and building an entertainment ecosystem with a product that is made for every Indian household, is not just a business strategy, but a vision to empower our country and users with an unmatched entertainment experience.” “JioCinema Premium seeks to create a daily viewing habit while redefining the narrative of premium entertainment for every Indian.”