Why did Netflix decide to create a free version for Android smartphones in Vietnam?

Netflix - the leading online streaming service offering a diverse range of TV shows, movies, anime, documentaries, and more, has become increasingly familiar to users in Vietnam. In late 2021, a free version of Netflix was released for Android phones in Vietnam. With simple steps, users can now enjoy the exceptional content offered by Netflix. But why did Netflix develop a free version for Android phones in Vietnam?

There are various opinions surrounding this issue. Today, let's delve into the article below by 24h Technology to find the answer.

Netflix Free Version - A Simple Way to Change User Habits

As a user, I often find myself attracted to 'free' offerings more. I bet most of you feel the same, right? So when I heard about Android users in Vietnam being able to experience ad-free Netflix with the Free Plan launched on 12/11/2021, I was thrilled.

According to Cathy Conk, Netflix's Director of Product Innovation: 'At Netflix, we believe that great stories have the power to uplift, inspire, and bring us closer together. If you've never watched Netflix before, the free plan is a fantastic way to experience Netflix content for yourself.

And if you like what you see, upgrading to the paid version isn't too difficult, giving you a full experience on our platform, along with many other features on TV, laptop, and more...'

The response from the Netflix Director clearly shows the platform's intention: to change user habits and increase new customers. This is indeed a long-term strategy, isn't it?

Before launching the free version in Vietnam not long ago, Netflix initiated the free program in Kenya, an African country, and now in Vietnam, an Asian developing nation. It may be too early to tell, but with these two mentioned names, Netflix seems to target developing countries with large internet user bases.

Netflix is now present in over 190 countries. They have experimented with various plans in recent years to attract customers in developing markets. In 2018, Netflix started testing a mobile-only plan priced at $3 (over 67,000 Vietnamese dong) in India, and they didn't limit this model to just this populous nation.

Netflix's strategy of providing a free experience will immerse users in their world, where exceptional content and a plethora of 'delicacies' are constantly 'served' to users for enjoyment. In the long run, this strategy could change customer habits, keeping them engaged with the platform.

This strategy is not new, as a slew of brands like Grab, Uber, and others have used similar tactics to capture the Vietnamese market. Similar to the aforementioned apps, this is Netflix's trial in the Vietnamese market, where users are not accustomed to paying for entertainment platforms like movies, music, etc.

Gently 'competing' with other platforms in Vietnam with the free version

As someone who watches movies on various platforms, I've had the chance to use many different apps. And back in 2016 - when Netflix entered the Vietnamese market - Netflix was seen as facing many disadvantages due to lack of Vietnamese subtitles and limited content suitable for Vietnamese tastes.

However, Netflix has continuously improved and upgraded to fit the market.

As a result, this streaming platform has made it into the TOP 5 popular paid TV streaming services in Vietnam, trailing only behind FPT Play - a major local player and also a partner of HBO.

Although quickly rising to the top among popular paid TV streaming services in Vietnam, when it comes to watching movies, Vietnamese people don't see Netflix as their first choice, even GenZ - the most accessible demographic for Netflix. According to a survey by Decision Lab, only 11% of GenZ consumers choose Netflix for movie viewing, compared to 4-7% for other generations.

According to Decision Lab's report, Vietnamese people tend to choose YouTube to search for movie-related content and video clips, with a rate of 52%. If they want to watch movies, many people often have the habit of turning to pirate websites, which are free and offer a variety of genres to suit their needs.

Although the subscription fees for Netflix packages from basic to premium are not cheap in Vietnam (180 - 260,000 VND/month), the efforts to fill the platform with content from Korea, Japan, China, etc., to attract Vietnamese users have somewhat brought Netflix a certain number of users.

A positive sign for Netflix is that young Vietnamese users are willing to spend money on purchasing premium services from this streaming platform. However, the journey to conquer the movie market in the S-shaped country is still long because Netflix not only competes with local movie platforms like FPT Play, VieOn,...

How to watch Netflix for free on Android phones is extremely easy

If you're eager to experience the latest movies on Netflix, check out the steps I've outlined below. I've also detailed these steps in a previous article by 24h Technology for readers to reference.

• Guide on how to watch Netflix for free on Android phones is incredibly useful.

Step 1: Download the Netflix app for your Android phone here.

Step 2: Open the Netflix app, then the page for registering for the free plan will appear. Please register with your email (an email that hasn't been used to register for a Netflix account before). Next, you create a password for your account and confirm that you're over 18 years old. Then, you select Create Account.

Step 3: Start using Netflix with the supported movie content in this free plan.

With these simple steps, you can comfortably watch the exceptional content of Netflix right on your phone.

Conclusion

As many recent sources have indicated, Vietnam is a top internet user country in the world, with over 70% of the population using the internet, according to World Bank data in 2021. The online streaming pie is still up for grabs, and Netflix is poised to seize it.

Netflix developing a free version for Android phones in Vietnam is just the first step in winning over users. When signing up, you don't need to provide payment information. All you need to do is provide your email address, confirm your age (18 years or older), and create a password. Convenient, isn't it? Are you a Netflix fan? Leave a comment below and let me know.

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