Video streaming service provider Netflix Inc (NFLX.O) has announced that it will end its free service in Kenya next month as it looks for ways to raise its revenue amid market competition.
Netflix in 2021 permitted users in Kenya to have access to a limited selection of content subscription free. This initiative was to tap into the East African country’s booming streaming market.
The free plan was available on Android mobile phones and had not have ads. It featured Netflix movies and TV shows such as dramas “Money Heist” and “Bridgerton” and African series “Blood & Water,” plus some of the programming the company licenses from others.
In a statement, Netflix says the free plan will no longer be available from 1 November.
“No action will be required, your membership will be automatically cancelled when the free plan ends,” the company is quoted by BBC saying.
Subscribers in Kenya will have to upgrade to the various premium plans available.
Kenya’s streaming market is one that has been making waves in globally.
According to Reuters Institute Digital News report 2023 survey, released in June Kenya became the leader in world TikTok usage.
The report shows that the East African nation concentrates 54% of TikTok usage for any purpose and 29% for news.
Thailand comes in second place as South Africa holds the third spot with 50% for general use and 22% for news.
TikTok CEO Shou Zi Chew, has revealed an office will be set up in Kenya to help coordinate the app’s operations in the continent, The Standard Kenya reports.
Chew made the announcement on Thursday, August 24, during a virtual meeting with President William Ruto.
