In a bid to test the conversion rate into paying customers, Netflix has launched a subscription tier in Kenya giving access to some of its content for free. The free tier offers about a quarter of its content available to paying subscribers.
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Unlike some other free sign-up specials, Netflix won’t even ask for payment information at registration. A new subscriber only needs to sign up with an email address and password, and must be over 18. It will also be ad-free.
Naturally, there are some limitations – it is only accessible on an Android device and users won’t have access to episode downloads for offline viewing, or be able to cast shows and movies to a TV or other cast device.
“If you’ve never watched Netflix before — and many people in Kenya haven’t — this is a great way to experience our service,” Netflix’s Director of Product Innovation Cathy Conk said in a statement.
This isn’t the first time Netflix have tried to offer some of its content for free to entice potential subscribers. Last year, it launched a “Watch Free” page, where people could stream selected original content for free, without even having to create an account or logging in. Headlining content was movies like Bird Box, The Two Popes, and several episodes of its hit show Stranger Things.
A free subscription plan is a completely new strategy for Netflix, however. Netflix is launching it in Kenya specifically to test the signup potential of a market that isn’t heavily saturated yet. Netflix has been investing a lot of money in new territories, making original content specific to the region and using local producers and content creators to connect directly with that audience.
What do you think about Netflix’s new strategy? Let us know in the comments down below.
