Popular movie streaming platform, Netflix is offering a free mobile plan with about a quarter of its TV shows and movies in Kenya.
This move is aimed at sparking growth in a key African market Reuters reported. Netflix hopes this free plan strategy will cause users to sign up for a paid option with more content.
The free plan is available on Android mobile phones and will not contain ads. The plan features Netflix movies and TV shows like “Money Heist”, “Bridgerton”, “Blood & Water,” and some of the programs the company licenses from others.
Netflix, available in over 190 countries, has experimented with different plans over the years like offering free trials to lure customers in developing markets. And now the company is looking to add users outside of more saturated markets like the United States. To attract customers in Africa, Netflix is investing in locally made programming such as “Queen Sono” and “Jiva!” and has partnered with production studios in Nigeria.
What they are saying
Cathy Conk, director of product innovation at Netflix, said in a blog post, “We’re launching a free plan that allows people to enjoy Netflix ad-free on Android mobile phones in Kenya. When you sign-up, no payment information is required. All you have to do is enter your email, confirm you are 18 or over and create a password. If you’ve never watched Netflix before — and many people in Kenya haven’t — this is a great way to experience our service. And if you like what you see, it’s easy to upgrade to one of our paid plans so you can enjoy our full catalogue on your TV or laptop as well.”