Netflix has launched a completely free subscription plan on Android smartphones, allowing viewers to enjoy the likes of Bridgerton, Call the Midwife and Narcos without a subscription or ads.
Around one-fourth of its content will be available for free. Subscribers don't need to provide any payment information or watch any ads—but they do need to be in Kenya, as Netflix trials the initiative to convert the unconverted into paying subscribers.
A spokesperson for Netflix told Variety that the streaming giant is looking for new ways to entice Kenyans into signing up for its platform, which is currently available in over 190 countries.
"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 Cathy Conk said in a blog post. "And if you like what you see, it's easy to upgrade to one of our paid plans so you can enjoy our full [catalogue] on your TV or laptop as well."
Anyone in Kenya with an Android smartphone will be able to install the Netflix app and simply enter an email address, confirm they are over 18, and make a password. Free users will still receive personalised recommendations, parental controls, and their own profiles.
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It won't be the first time Netflix has released some of its shows and films for free. Last year, it ran a 'watch free' page which let people watch the first episodes of certain shows without having to log in.
Smartphones are a rapidly growing market in Kenya, with 59.24 million SIM cards in use in January this year and around 21.75 million Internet users. Of them, there are 11 million social media users across the country.
However, there was only an estimated 29,000 Netflix subscribers last year, which may explain why Netflix is so keen to get people logged in and signed up. There's no word yet on whether they plan to extend the free plan to other countries.
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