Netflix tries to woo Kenyans with a free mobile plan – Quartz Africa

Netflix has launched a free plan for Android mobile phone users in Kenya with the aim of getting more subscribers in the East African market. In an announcement on its website, the streaming giant claims he hope people will try the service, then upgrade to a paid plan.

“If you’ve never watched Netflix before, and a lot of people in Kenya haven’t, this is a great way to experience our service,” the company says.

Netflix tries to gain a larger audience in Africa

The move marks another important Netflix strategy to expand its audience and increase its share of the subscription video-on-demand market on the continent. The company has invested in original African programming, with its first fully produced African original series, Queen Sono, which premiered last year. In June, The platform launched a cheaper mobile-only plan for South Africa. And more recently he double the american sitcom The Upshaws in Swahili, the most widely spoken language in Africa.

With a population of 1.2 billion, Africa represents a huge opportunity for subscription video-on-demand services. For tech companies like Netflix, Kenya represents potential subscribers with its rapid adoption of technology and a growing middle class with disposable income.

The new mobile-only plan could also indicate that Netflix is ​​considering tiered pricing (weekly or daily plans) and the ability to pay for a subscription using mobile money, features some of its local competitors already have.

The number of subscription video-on-demand users on the continent is expected to reach 5.1 million by the end of this year and triple to 15 million by 2026. Netflix already has the highest number of subscribers of the continent, and is expected to retain first place by 2026, although its market share is expected to have declined by then due to competition from domestic and foreign platforms.

Netflix faces a formidable competitor in the local Showmax, which entered the market earlier, had a localization strategy from the start and also offers low-cost mobile-only plans among its offerings.

The new free plan, which Netflix began rolling out on September 20, will contain around a quarter of the service’s content available in Kenya. Users will need to register by entering their email address, confirming they are over 18, and creating a password.

“Then you can sit back and watch many of Netflix’s most popular series and movies, as well as enjoy our personalized recommendations, parental controls and profiles” the streamer said.

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