MUMBAI: OTT and VOD services have been adding a variety of content and myriad features to attract more and more consumers to their service in India. India is one of the fastest growing smartphone-owning countries as hinted by Ericsson recently.

Launched last year in India, Netflix, the entertainment streaming company, recently added the ability to download its dynamic entertainment content on memory card or expandable storage on Android operating system.

Users can now download content on Android smartphones and tablets. Earlier, the company had opened up the ‘watch offline’ feature as a response to the growing business race from players such as Amazon Prime and Hotstar.

The feature however is restricted to inbuilt storage. Players such as YouTube also have a similar limitation. But, the new feather in its cap could Netflix hike its user base in densely populated nations such as India.

But, the new feature does not surprise Nougat or Android Marshmallow users as they could already avoid limitations by using the adoptable storage option.

However, for those who can’t do this, they make use of Netflix app and move to the option of ‘download location’ and select from the storage options -- SD card or internal storage.

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