Netflix launches a Spotify-like free tier but only in Kenya

Date:
Tue, 21 Sep 2021 09:35:29 +0000

Description:
For the first time in its history, Netflix has launched a free tier for
mobile users in Kenya.

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For the first time in its history, streaming giant Netflix has launched a
free tier.

At present, its coming exclusively to audiences in Kenya and only to those using the Netflix app on an Android phone but this could nonetheless mark a major shake-up of the companys global subscription plans in the near future.

Announcing the move in a press release , Netflix confirmed its launching a free plan that allows people to enjoy Netflix ad-free on Android mobile
phones in Kenya. No payment information is required, either, with users
simply needing to enter their email, confirm their age and create a password. The best Netflix shows available to stream right now and the best Netflix movies Apple TV Plus is having a moment should Netflix should be worried?

Signing up will give mobile users in Kenya access to a large portion of the streamers content library, as well as personalized recommendations, parental controls and profiles (including kids settings).

Its not yet clear just how many movies and TV shows will be made available to these users, but the company quotes original productions like Blood & Water, Bridgerton and Army of the Dead in its announcement. Its possible, then, that only the streamers original content will form part of this free plan. A
proven strategy

The move comes as Netflix attempts to broaden its subscriber base in
low-yield markets. Since the new free tier is only available on Android
mobile devices, those who enjoy Netflixs content will be encouraged to
upgrade to one of its paid plans in order to access the same (and larger) catalogue on their TV or laptop.

Given the efficacy of similar strategies employed by music streamers like Spotify , which offers an ad-supported free tier to users in an attempt to entice them into subscribing, its no wonder that Netflix has resorted to its first-ever complimentary option in select regions.

The streamer is open about its intentions, too. In the same press release, Netflix Product Innovation Director Cathy Conk clearly states that the
company hopes many of the people who try [its] free plan love Netflix so much that over time they upgrade to a full, paid subscription.

Theres every chance Netflix could bring this option to other markets, too, should this try-before-you-buy strategy prove effective in Kenya. For our money, though, its unlikely to arrive in regions like the US and UK, given
the streamers already-strong presence within those demographics.

Still, its refreshing to see a streaming service offer a full-blown free tier rather than dipping its toes in the water through occasional free trials, and its something we havent yet seen from the likes of Amazon Prime Video, Disney Plus or HBO Max .

The latter did recently introduce a cheaper, ad-supported subscription tier
to its service, though Netflixs latest offering in Kenya betters HBO Max by omitting both charges and ads at the expense of limited usability.

Time will tell whether this strategy bears fruit for Netflix, but given the market-leading success of its latest movies and TV shows, its no surprise to see the streamer bank on the quality of that content when it comes to attracting even more subscribers. Best HBO Max movies



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Link to news story: https://www.techradar.com/news/netflix-launches-a-spotify-like-free-tier-but-o nly-in-kenya/


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