In Kenya, Netflix (NFLX.O) said on Monday that its free mobile plan, which gave subscribers access to a quarter of its episodes and movies for free during the previous two years, is ending.
It did not specify how many subscribers were gained due to the promotion strategy created to attract new paying customers.
Without further detail, a Netflix spokeswoman told Reuters, “We definitely learned a lot from the test.” “We are going to continue to offer a variety of other plans.”
Netflix is launching an advertisement-supported option that costs customers 4.99 pounds ($6.07) per month, but the spokesman would not comment on whether it is available in Kenya.
Although low- and middle-income countries like Kenya present streaming services with significant subscriber growth prospects, they also present difficulties because of the erosion of purchasing power brought on by inflation, according to business experts.
Viewers may watch Western-produced programs like “Money Heist” and “Bridgerton” as well as African-produced programs like “Blood & Water” under the free arrangement, which will end on November 1.
As part of its plan to attract new members in the region, Netflix has begun commissioning more locally produced content from the continent. To streamline payments, it has also formed relationships with regional telecom companies.