Source: BBN Network
Netflix, a leading subscription streaming service, has announced a significant shift in its business model in Kenya. Starting from November 1, 2023, the platform will discontinue its free subscription plan for Kenyan users. This move is expected to influence the user base in Kenya, with potential implications on Netflix’s market position in the region.
The free plan, launched in September 2021, was a pioneering initiative by Netflix, with Kenya being the first country worldwide to receive such an offer. Aimed at Android users, this strategy was instrumental in penetrating the rapidly growing streaming market in the nation.
The free plan permitted users to access a limited array of content without the need for a paid subscription. However, the upcoming change marks the end of this era, with Netflix notifying its Kenyan users that their free access will cease on November 1, 2023.
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Despite the discontinuation of the free plan, Netflix has provided an alternative for its users in Kenya. They can opt to upgrade to one of the platform’s paid plans, with prices starting as low as KES 200 per month. This upgrade will unlock access to all shows and movies, more features, and permit viewing on various devices including phones, TVs, and laptops. This strategic shift is aligned with Netflix’s global strategy to expand its presence and increase its subscriber base.
Netflix’s decision to terminate the free plan comes amid stiff competition from Showmax, a streaming platform abundant in local content. Netflix’s previous pricing adjustments, such as reducing subscription prices in February 2023, were welcomed by Kenyan subscribers.
The upcoming changes in Netflix’s offerings and pricing strategies will likely shape the future of the streaming landscape in Kenya. It remains to be seen how the discontinuation of the free plan will influence the platform’s growth and user base in the region.
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Source: BBN Network
