Netflix, the world’s largest streaming video service, has begun offering a free mobile package in Kenya that includes nearly a quarter of its TV series and movies, as part of an effort to boost growth in the African market.
The free plan is only accessible on Android phones and is ad-free.
It includes Netflix movies and TV series, as well as certain programming licensed from third parties.
Netflix hopes that by offering a free plan, consumers will sign up for a subscription plan with more content.
Netflix is aiming to expand outside of more crowded regions like the United States, where new subscriber signups have stalled at a time when competition for online audiences has increased.
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According to a spokeswoman for Netflix, non-paying Netflix users in Kenya will not be included in the paid number that the company reports each quarter.
According to the spokesman, it would resemble premium Netflix profiles to give users a sense of the service.
A lock icon will appear next to shows that are not included in the free plan.
When a user clicks on one of those titles, it will prompt them to sign up for a paid alternative.
Anyone in Kenya who is 18 years old or older can sign up for the free plan and establish up to five profiles.
There will be no need to provide any payment information.