Streaming service provider Netflix 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.

In 2021, Netflix has allowed users in the East African country to access a limited selection of content without paying for a subscription. This was an attempt to tap into Kenya’s growing streaming market.

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 said.

It encouraged its subscribers to upgrade to the various premium plans offered.

The move comes months after Netflix reduced subscription prices for its Kenyan subscribers. The streaming giant dropped its rates by 37% amid increasing competition from the likes of Showmax and DStv.