Netflix, the popular streaming giant, has announced the discontinuation of its free mobile plan in Kenya, which has been available to users for the past two years. This plan allowed subscribers to access a quarter of Netflix’s extensive library of shows and movies without requiring any payment. While Netflix did not disclose the exact number of subscribers gained through this initiative, it was primarily designed to attract new paying users.
“We definitely learned a lot from the test,” stated a Netflix spokesperson, while refraining from providing specific details. The company affirmed its commitment to offer a variety of other plans to cater to a diverse audience.
Netflix is concurrently introducing an advertisement-supported plan priced at £4.99 ($6.07) per month. However, there has been no confirmation regarding the availability of this new plan in Kenya.
While low-middle-income economies like Kenya offer substantial growth opportunities for streaming services, they also pose challenges. Inflation has been impacting purchasing power in such regions, according to industry executives.
Under the now-ending free plan, subscribers in Kenya had access to a selection of Western-produced shows, including popular titles like “Money Heist” and “Bridgerton,” as well as African content such as “Blood & Water.” Netflix’s strategy has included the commissioning of more home-grown content from across Africa to attract new subscribers on the continent. Additionally, the company has leveraged partnerships with local telecom firms to facilitate payment processes.
The free mobile plan will officially cease to exist on November 1, 2023, marking a shift in Netflix’s approach in Kenya as it places greater emphasis on paid subscriptions.
