Is price reduction the answer?

Can Netflix’s Mobile-Only Tweak Survive In Smaller African Economies?


October 6, 2020

The first time Etim (not a real name) heard about Netflix in Africa, it sounded to him like just another fancy phone application one would use to watch movies made by western producers. In the remote Ugep, one of West Africa's largest villages, having access to what many described as "cutting-edge" technology isn't exactly a given. 

In fact, most households in the Cross River State location in Nigeria's southeast geopolitical zone either do not have active Cable TV subscriptions or the cable unit itself. 

But when Etim left the off-the-beaten-track location and traveled 122 km to Calabar for his first well-paying job at SPAR, Calabar Mall, his perception of online video consumption began to change.

Having a stronger internet connection and coming in crossing paths with people from different walks of life, Etim had the opportunity to get grips with some of the online crazes he was missing while residing in his hometown. 

Facebook was already well-known, and he thought of Instagram as a nice-to-have. But like the peers in the city, which is often called The People's Paradise, he came to understand why Netflix is a thing and the story behind the OTT platfor...

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