This archive report was first published on 22 September 2021.
Netflix has taken a significant step in expanding its reach in Kenya by introducing a free mobile plan, which will allow users to watch a limited selection of its catalog, including full seasons of select shows.
The plan, which is available on Android mobile phones, features a selection of Netflix movies and TV shows, including dramas like Money Heist and Bridgerton, as well as African series like Blood & Water.
According to Cathy Conk, director of Product Innovation at Netflix, the free plan is aimed at sparking growth in the country, which has been identified as a key African market.
Kenya has over 46 million internet users, making it the third country in Africa in terms of internet penetration, after Egypt and Nigeria.
Netflix hopes that the free plan will lead to users signing up for a paid option with more content.
The free plan will be rolled out in the coming weeks and will not require users to provide any payment information during the sign-up process, although an email address will be required to create a login.
However, only users aged 18 and above will be eligible for the free plan, and it will not include ads.
Some functions, such as the ability to download a show or movie, will not be available under the free plan.
Netflix has not yet disclosed how long it plans to offer the free tier in the country, or whether it is considering expanding this offering to other markets.
With increased competition from other streaming platforms, Netflix is targeting markets outside the United States to maintain faster growth rates.
Amazon, for example, has introduced a free ad-supported video streaming service in India to acquire more customers.
