Kenya is in the sights of the giant Netflix.
After launching a free offer in the country at the end of 2021 to attract new subscribers, Netflix is redoubling its efforts to seduce this new market. The goal? To quickly penetrate the market on the African continent, where purchasing power is lower.
Kenya represents a potential market of 1.2 billion people that is worth exploring, especially as the VOD giant has been facing a slowdown in growth in recent months, due in particular to the arrival of new competitors on the continent.
To illustrate this ambition, Netflix has just announced the signing of a partnership agreement with the Kenyan Ministry of ICT, Innovation, and Youth. The two-year agreement will enable both entities to support the development of audiovisual and film production. The project will focus in particular on the co-production of three feature films.
Netflix also intends to support the professionalization of the sector by awarding $300,000 grants to young Kenyan screenwriters and content creators for training.
Since launching its activities on the continent, Netflix has been multiplying projects to support the development of its activities and carve out a place for itself alongside long-standing players such as the CANAL+ group, which has 6,847,000 subscribers in Africa.
The continent has also inspired Netflix to expand into podcasts with the launch of "Never Late," the first podcast designed for Africa, which features interviews with artists from the world of cinema.
The first season of the podcast has been available since May 4 on the AfricaOnNetflix YouTube page, as well as on Spotify and Apple.