- To win over users in Kenya, Netflix announces new free plan strategy for mobile devices
Netflix announced a practically infallible strategy to conquer the Kenyan market, an African country that has some 20 million Internet users.
One of the most important streaming platforms of the moment is, without a doubt, Netflix. It could be said that it is the one that opened the market for HBO Max, Amazon Prime Video, Disney + and all the others that, little by little, to position themselves among consumers.
As of today, Netflix has more than 200 million subscribers around the world and is, so far, the most popular platform on the market.
However, after the emergence of other platforms that, in fact, have better content in their catalog, little by little it is losing ground, which has made it carry out various strategies to add more subscribers and remain number 1.
Among the strategies it is implementing is its desire to locate in Africa, specifically in the country of Kenya, a region that has some 20 million users connected to the internet and that represents a large market for Netflix.
It has even decided to go for it and, to do this, it is presenting a strategy that, in reality, would not have to fail.
The initiative that the platform has developed has to do with reaching the African country for free in an aversion to mobile devices. Yes, free. Why? Cathy Conk, Director of Product Innovation at Netflix, expressed this in a statement published in her website:
“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 that you can also enjoy our full catalog on your TV or laptop. “
This would not, however, be the first time that Netflix has launched a similar strategy, as it has already done so in other markets. In addition, also as part of its strategy to reach more subscribers, the site has carried out initiatives that range from not charging anything to charging a maximum of three dollars a month, as it did in India, in 2018.
Now, to reach Kenyan Internet users, it is striking that Netflix is thinking of launching a free plan only for mobile devices, a plan that would include approximately a quarter of its catalog of original movies and television series.
On the other hand, Netflix did not reveal how long this offer would last or if it is thinking of launching it in other countries to have the same result: attract more subscribers.
Currently, 190 countries enjoy Netflix content, being the platform with the largest presence in the world. However, after the arrival of the pandemic and the emergence of other sites, they have caused a significant decline in their numbers.
To try to reverse the situation, Netflix has even entered the world of video games, this to conquer the increasingly growing market of gamers.
Without a doubt, it is a bet that is not known if it is good or bad, or if it will have the success that is expected. Although, definitely, when the strategy comes with the word “free”, it seems truly infallible. We will see how the experiment turns out.
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