On Monday, Netflix (NFLX.O) announced that it is terminating its free mobile plan in Kenya, which has enabled customers to enjoy a quarter of its episodes and movies over the previous two years without paying.
The plan, which aimed to help attract new paying customers, did not specify how many members it had added.
Without further detail, a Netflix spokeswoman told Reuters that the test had taught the company a lot. “We are going to continue to offer a variety of other plans.”
A spokesman for Netflix declined to comment on whether the service is now available in Kenya. Netflix is launching an advertisement-supported option that costs customers 4.99 pounds ($6.07) per month.
Streaming services have a lot of potential to build their subscriber bases in low- and middle-income countries like Kenya. Still, they also face difficulties because of the erosion of buying power brought on by inflation, according to business leaders.
Viewers may watch Western-produced programs like “Money Heist” and “Bridgerton” as well as African-produced programs like “Blood & Water” under the free plan, which expires on November 1.
To attract new customers to the region, Netflix has increased the amount of locally produced content from the continent. To further streamline payments, it has formed alliances with nearby telecom companies.
