Netflix said on Monday it is launching a free mobile plan in Kenya as the global streaming giant looks to tap the East African nation home to over 20 million internet users. The company said the free program, which will be rolled out to all users in Kenya in the , won’t require them to provide payment information during the sign-up. The is available to users aged 18 or above with an Android phone. It will ads.
Netflix, available in over 190 countries, has experimented with a range of plans into lure customers in developing markets. For instance, it began testing a $3 mobile-only program in in 2018 — before expanding it to users in several other countries. This is also not the first time has offered its service for free — or at little to no price. The , offered a tiny portion of its original movies and shows to non-subscribers, and has run at least one campaign in India when the service was available at no charge throughout a weekend. But its latest offering in Kenya is still remarkable.
The company told Reuters that it is making about one-quarter of its movies and television shows catalog available to users in the free plan in the East African nation. “If you’ve never watched Netflix before — and many company didn’t disclose how long it plans to offer this free tier in Kenya — and whether it is considering expanding to other markets.in Kenya haven’t — this is a great way to experience our service,” Cathy Conk, Director of Product Innovation at Netflix, wrote in a blog post. “And if you like what you see, it’s easy to upgrade to one of our paid plans to enjoy our full catalog on your TV or lapell.” The
On its past earnings calls, Netflix executives have insisted that theyand explore ways to make their service more compelling to all. The ability to sign up without payment information lends credibility to such claims. Many individuals in developed countries don’t have a , rendering services requiring such payment instruments at the sign-up inaccessible.
The new push to win customers comes as the company, which is also planning to add mobile games to its offering, added only 1.5 million net paying subscribers in the quarter that ended in June this, lower than it had forecast. Netflix, which has amassed over 209 million subscribers,s and Amazon Prime Video and another streaming service, is increasingly trying to win customers outside of the U.S. to maintain faster . Earlier this , Amazon introduced a free and ad-supported video streaming service within its shopping app in India to tap more customers.