Netflix will up its game in Africa, several years after it arrived in the region. The streaming giant introduced a cheaper subscription tier with a mobile-only plan to attract more customers. Moreover, its efforts also include producing locally-made projects.
Providing Cheaper Subscription Tier
Netflix has dominated the streaming of OTT programming market in most parts of the world. However, despite the vast population in the African continent, the tech giant only managed to gain 1.4 million subscribers, Digital TV Research reports. Netflix already operates in 54 countries on the continent. The reason for low subscriptions could stem from piracy and limited internet access, Bloomberg said.
Netflix is stepping up a gear in Africa with cheaper, mobile-only subscriptions and more locally produced shows https://t.co/z5aa0pHpDj
— Bloomberg (@business) September 29, 2020
With the new and cheaper mobile-only tier, Nigerians can subscribe to Netflix for 1,200 naira (US$3.12) per month. But Bloomberg noted that the price still exceeds how much the local competitor charges. IrokoTV, boasting of vast Nigerian programming, only costs 250 naira (less than US$1.00).
Boosting Original Local Programming
Further efforts of the streaming giant include producing local shows. Earlier this year, Netflix debuted its first South African original series called “Queen Sono,” Business Insider reports. Months later, the platform released another South African series called “Blood and Water.”
In May, Netflix introduced a collection of programs shot in Africa. The compilation, called “Made in Africa,” included hundreds of original and licensed titles featuring the continent. Actually, the collection served as the company’s participation in the”Africa Month” at that time. Moreover, Netflix said that it intends to make such shows easily accessible to ensure they reach a broad audience across the globe.
A Growing Market
Business Insider further reports that the TV market in Africa continues to expand. The publication cited last year’s report from Research & Markets, which said that Sub-Saharan Africa became the world’s fastest-growing TV market.
And Netflix wants to seize the opportunity. Meanwhile, the streaming giant may be ahead of its American competition in the region. For the meantime, the tech giant will have to compete with local providers like IrokoTV.
Moreover, Netflix also committed to its promise of elevating stories featuring Black experience amid intense protests against social injustice and racism. It even tweeted “Black storytelling matters” previously, as the company pushes projects with local creatives.