Netflix has been accessible in Africa since 2016. Despite years of existence on the continent, it has yet to break through.
Netflix started offering a free plan in Kenya, in search of new subscribers
The Netflix site requires no personal information, only an email address and a password to complete the signup process. There is no need to link a payment method when verifying registration.
This procedure, in addition to restricting access to mobile-only, allows for only a small percentage of Netflix’s catalog to be viewed. It combines both original and third-party productions. Despite the restrictions, it is nonetheless possible to create up to five profiles, adjust parental controls and receive personalized recommendations.
“We expect it to be a great combination and that many of the people who try our free plan love Netflix so much that they eventually upgrade to a full, paid subscription,” noted Cathy Conk, Director of Product Innovation at Netflix, in the company’s official announcement, who in the same instance highlighted that many people in Kenya have never used Netflix.
While in much of Europe and America, Netflix seeks to defend its space in an increasingly diverse and competitive market, in the case of Africa the goal is different. According to reports from Quartz Africa, although the American company currently occupies the first place of preferences, the irruption of Disney+ has become a major threat. In addition, other platforms continue to gain followers on the local scene.
Netflix has expanded its service to Kenya, where it now offers a free plan. Netflix has also added African series such as “Queen Sono” and “Jiva! According to reports, this installation approach across the continent has even involved forming relationships with production firms in Nigeria.
We doubt it will be used in these latitudes because of the nature of this approach. However, Netflix’s alternative is a tiered plan that consists of three plans that increase in price as the video quality and number of simultaneous screens increase.