Netflix has launched a unique, free plan for Android users. However, it's not the typical free trial or plan that we've seen from the streamer before. Netfllix's new free tier is only currently available in Kenya, with no plans to expand it to other territories. So, what's behind Netflix's strategy?
Netflix Is Launching a Free Plan in Kenya
Netflix is launching a unique plan in Kenya. Any user who is at least 18 years of age and has an Android phone can get the free plan. What's more, this plan offers ad-free content at no cost. All users have to do is sign up using their email address, confirm that they are over the age of 18, and create a password.
On this plan, Netflix is offering users a limited selection of its content catalog—about a quarter of its library. It's giving users access to entire seasons of some of its most popular shows, both in Africa and globally. These include Bridgerton and South-African hit show Blood & Water.
Why Is Netflix Only Launching This Free Plan in Kenya?
For Netflix, this strategy is geared towards capturing the Kenyan market, which has not warmed up to the streaming platform as other markets have.
As stated explained by Cathy Conk Director of Product Innovation in a Netflix press release:
If you’ve never watched Netflix before — and many people in Kenya haven’t — this is a great way to experience our service. And if you like what you see, it’s easy to upgrade to one of our paid plans so you can enjoy our full catalog on your TV or laptop as well.
By offering this plan for free, Netflix hopes this will help introduce it to viewers in Kenya, who will hopefully like it enough to upgrade to a paid subscription and enjoy all that Netflix has to offer.
Will Netflix Offer Similar Plans in Other Countries in the Future?
Netflix has not announced plans to offer this plan elsewhere. While Netflix has offered free trials before, this one in particular is unique in that Netflix is offering it in a market it has not yet captured.
For this reason, it is unlikely that Netflix will expand it to other countries which are familiar with the platform. However, if this strategy proves to be a success, perhaps Netflix will expand it to similar markets to capture untapped audiences.