Netflix already has a new one subscription free to win over consumers in the mobile market, however, not everyone will be able to access it.
Streaming platforms came to the comfort of our televisions, computers and mobile devices to stay and even compete for the television market. According to a study carried out by the business school OBS Business School, the streaming platforms audiovisuals such as Netflix, HBO, Amazon Prime Video and others, are already representing 25 percent of the world television market, thanks to the fact that they have reached 900 million subscribers. Similarly, Forbes mentions on its website that these types of platforms increased their traffic by 70 percent during the confinement by Covid-19.
Out of the Favorite platforms by the Mexican consumer, Statista data show that 89 percent of users who have subscriptions to this type of platform have Netflix; 82 percent use YouTube; 45 percent use Amazon Prime Video; 28.5 percent Claro Video; 17.5 percent were using HBO Go at the time; and 12 percent Blim.
Among these platforms, we have one that we can consider as the winner due to its high subscription rate, Netflix. In accordance with Variety, at the beginning of 2021, Netflix succeeded record 203.7 million subscribers around the world, surpassing its last quarter of 2020 by more than 8 million users, managing to position itself as the number one online platform in this market. How did you do it?
Branfluence comments on his website that the Netflix hit It is mainly due to 5 points: the commitment to its own content, its brand personality, the visual universe, the activation in its contact points and its positioning strategy. However, it is worth emphasizing the importance of its innovation within the digital market, a fact which allowed it to surpass its main competitor, Blockbuster at that time. However, it is his constants marketing strategies those that allow the streaming big man to continue to position himself in the first place before the arrival of other new platforms, such as HBO Max and Disney +.
Netflix creates a new strategy with free subscription to the mobile market
One of the benefits of streaming platformsIn addition to the fact that we can access its contents at any time of the day, we can use them from our mobile devices; This strategy has even caused platforms to launch special subscriptions for this type of audience, such as HBO Max, which costs 829 pesos a year on mobile, compared to the 12 months of its standard plan that costs 1,249 pesos.
Netflix has found a new one opportunity to win over the mobile consumer from Kenya with her new free subscription. This strategy is exclusive for Android users and will allow users to access a limited selection of its catalog, however it has almost a quarter of its library (information from The Verge).
The main objective of this new strategy is that users enjoy the service of the free subscription so that at some future time they choose to pay a full subscription from Netflix. Despite this, there is still no information on whether they will use this type of strategy in any other country, since around the world this platform is already present in the consumer’s mind.
However, it would be worth asking whether this is an effective strategy, since the Kenyan population has approximately 20 million Internet users (data world Bank), but Netflix has a bet on the consumer of the African country. According to Cathy Conk, Netflix’s director of product innovation:
“If you’ve never watched Netflix before, and a lot of people in Kenya haven’t, this is a great way to experience our service. And if you like what you see, it’s easy to upgrade to one of our paid plans so you can also enjoy our full catalog on your TV or laptop. “
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