Netflix faces a formidable competitor in the homegrown Showmax, which entered the market earlier, has had a localization strategy from the start, and also has lower-priced mobile-only packages among its offerings.

The new free plan, which Netflix started rolling out on Sept. 20, will have about a quarter of the service’s content that’s available in Kenya. Users will be required to sign up by entering their email address, confirming they’re above 18 years and creating a password.

“Then you can sit back and watch many of Netflix’s most popular series and films, as well as enjoy our personalized recommendations, parental controls, and profiles” the streamer says.

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