Netflix Ends Free Mobile Plan in Kenya, Focusing on New Subscription Options

Netflix has announced that it will be discontinuing its free mobile plan in Kenya, which allowed users to access a selection of its shows and movies without paying for the past two years. The streaming giant did not disclose the number of subscribers gained through this initiative, which was aimed at attracting new paying users. A Netflix spokesperson stated, “We definitely learnt a lot from the test,” without providing further details. However, the company reassured users that it will continue to offer a variety of other plans.

While Kenya and other low middle-income economies present significant growth opportunities for streaming services, they also pose challenges due to inflation and reduced purchasing power. Despite this, Netflix has been actively expanding its presence in Africa by commissioning more locally produced content to attract new subscribers. Additionally, the company has been partnering with local telecom firms to simplify payment processes.

Under the soon-to-be-discontinued free plan, viewers in Kenya were able to enjoy popular Western shows like “Money Heist” and “Bridgerton,” as well as African productions such as “Blood & Water.” Netflix’s decision to end this offering comes as it rolls out an advertisement-supported plan, priced at 4.99 pounds ($6.07) per month. However, the availability of this new plan in Kenya has not been confirmed.

Although the free mobile plan will cease on November 1, Netflix remains committed to its growth strategy in Kenya and across the continent. By adapting its offerings and exploring new subscription options, the company aims to provide a diverse range of choices to cater to the evolving needs of its audience.