Netflix mentioned on Monday it’s launching a free cellular plan in Kenya as the worldwide streaming large seems to be to faucet the East African nation that’s dwelling to over 20 million web customers.
The free plan, which can be rolled out to all customers in Kenya within the coming weeks, gained’t require them to supply any fee info in the course of the sign-up, the corporate mentioned. The brand new plan is offered to any person aged 18 or above with an Android telephone, the corporate mentioned. It would additionally not embrace advertisements.
Netflix, accessible in over 190 international locations, has experimented with a variety of plans in recent times to lure prospects in growing markets. For example, it started testing a $3 mobile-only plan in India in 2018 — earlier than increasing it to customers in a number of different international locations.
That is additionally not the primary time Netflix is providing its service without cost — or at little to no value. The corporate has beforehand supported free trials in lots of markets, provided a tiny portion of its unique motion pictures and exhibits to non-subscribers, and has run a minimum of one marketing campaign in India when the service was accessible at no cost over the course of a weekend.
However its newest providing in Kenya continues to be exceptional. The corporate informed Reuters that it’s making about one quarter of its motion pictures and tv exhibits catalog accessible to customers within the free plan within the East African nation.
“In case you’ve by no means watched Netflix earlier than — and many individuals in Kenya haven’t — it is a nice approach to expertise our service,” Cathy Conk, Director of Product Innovation at Netflix, wrote in a weblog submit.
“And for those who like what you see, it’s straightforward to improve to one in every of our paid plans so you possibly can get pleasure from our full catalog in your TV or laptop computer as properly.”
The corporate didn’t disclose how lengthy it plans to supply this free tier in Kenya — and whether or not it’s contemplating increasing this providing to different markets.
On its previous earnings calls, Netflix executives have insisted that they research every market and discover methods to make their service extra compelling to all. The flexibility to enroll with out a fee info lends credibility to such claims. Many people in developed international locations don’t have a credit score or debit card, which renders providers requiring such fee devices on the sign-up inaccessible to them.
The brand new push to win prospects comes as the corporate, which can be planning so as to add cellular video games to its providing, added just one.5 million web paying subscribers within the quarter that resulted in June this yr, decrease than what it had forecast. Netflix, which has amassed over 209 million subscribers, in addition to Amazon Prime Video and different streaming providers are more and more attempting to win prospects exterior of the U.S. to take care of quicker development charges.
Earlier this yr, Amazon launched a free and ad-supported video streaming service inside its buying app in India to faucet extra prospects.