Netflix to stop free service in Kenya

The streaming service provider Netflix is set to discontinue its complimentary plan in Kenya, effective from next month. This decision is expected to impact thousands of subscribers who have enjoyed free access since 2021.

In a message sent to users on Tuesday, Netflix conveyed that once the free service is deactivated, subscribers’ memberships will be automatically canceled. Users will then be prompted to upgrade to one of the paid subscription plans.

The email sent to subscribers stated, “On November 1, 2023, the Free Plan will no longer be available, and your membership will end. If you want to cancel, no action is required. Your membership will be automatically canceled when the free plan ends. If you want to continue watching, consider upgrading to one of our paid plans. Starting at just Sh200 per month, you can unlock access to all our shows and movies, enjoy additional features, and have the flexibility to watch on your phone, TV, or laptop.”

The free plan, initially launched in the Kenyan market in September 2021, was a groundbreaking move by Netflix, making Kenya the first country globally to offer such a provision. This plan allowed users to access a limited selection of content without the need for a paid subscription. It was designed to tap into the growing streaming market and introduce potential customers to Netflix’s extensive library of movies and TV shows.

The discontinuation of the free plan signifies a strategic shift for the streaming giant, as it redirects its focus towards converting this category of users into paying customers. This decision comes in the wake of Netflix’s earlier announcement to reduce subscription prices for its Kenyan subscribers by an average of 37 percent, a move made in response to increasing competition.

This initiative, unveiled in February of this year, aimed to attract new users while also retaining existing subscribers.