As a marketing strategy, Netflix started providing a free mobile plan with about one-quarter of its TV shows and movies in Kenya starting from Monday. The featuring Netflix movies and Tv shows that are free for users to view are Money Heist, Bridgerton, and African series Blood & Water and most of the dramas which are available on the free plan and that can be streamed on any Android mobile phone without any interruption from advertisements. This strategy is being applied to increase the number of users that they would sign up for a paid option with more content, believes Netflix.
Netflix is looking forward to adding customers outside of more drenched markets because, in the United States, new subscriber signups have slowed at a time when competition for online audiences has escalated. To attract customers in Africa, Netflix is investing in locally made programming such as Queen Sono and Jiva which has partnered with production studios in Nigeria.
Netflix has also given free offers before as in 2020 it made some episodes of series such as Stranger Things and movies including To All the Boys I’ve Loved Before available around the world for no charge through Web browsers.
Users above 18years old in Kenya can enroll in the free plan and can create up to five profiles without any payment requirements. One of the spokespeople said that the free plan in Kenya is broader. It will look equivalent to paid Netflix profiles that will give viewers a feel for the service.
To ease the payments, Netflix has taken many other steps to increase its usage in Africa, which includes the creation of a paid mobile-only plan and partnerships with local telecom operators.
The company stated that there were 209 million paying customers worldwide at the end of June. New members also slowed down in the first half of 2021 because of the COVID-19 pandemic.