In September 2021, Netflix launched a free plan on the local Kenyan market. This was hailed as a groundbreaking move by the service provider that made Kenya the first country worldwide to enjoy such a provision. The plan allowed people to enjoy Netflix ad-free on Android mobile phones. When you signed up, no payment information was required. All you had to do was enter your email, confirm you are 18 or over, and create a password. Then you were able to sit back and watch many of Netflix’s most popular series and films, as well as enjoy personalized recommendations, parental controls, and profiles (including kids).
However, this experience is coming to an end as the streaming service provider Netflix has announced that it is discontinuing its free plan in Kenya starting next month – November – in what promises to cut off thousands of subscribers who have enjoyed complimentary access since 2021. In a message to users on Tuesday, 3rd 2023, Netflix said that once the free service is deactivated, the subscribers’ membership will automatically be cancelled, and consumers will be required to upgrade to one of the paid plans.
“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 cancelled when the free plan ends,” reads the email sent to subscribers. “If you want to keep watching, upgrade to one of our paid plans. Starting from as low as Ksh200 ($1.35) per month, you can unlock all shows and movies, more features and the option to watch on your phone, TV or laptop.” This discontinuation is part of a strategy to mark a shift for the streaming giant as it points to the company’s redirected focus to convert this category of users into paying customers. The move comes just months after Netflix announced the cutting of its subscription prices for its Kenyan subscribers by 37 percent on average as part of its response to increasing competition.
In May 2023, Netflix did a crackdown on password sharing indicating that an account is for use by one household. Everyone living in that household can use Netflix wherever they are — at home, on the go, on holiday — and take advantage of new features like Transfer Profile and Manage Access and Devices. This crackdown was as a result of a low number of subscription rate reported by the service provider.