Netflix bets on mobile blitz to strengthen Africa foothold

Netflix Inc. became the world’s largest subscription-streaming service by flooding the market with popular content that’s cheaper than the competition.

Yet five years after it arrived in Africa, the U.S. company is struggling to grow beyond the wealthiest segment of the population, held back by poverty, piracy and limited access to broadband. In a continent of more than a billion people, the service has 1.4 million subscribers, according to Digital TV Research. That compares with almost 20 million customers signed up to African pay-TV company MultiChoice Group Ltd.

Now Netflix is stepping up a gear — experimenting with cheaper, mobile-only subscriptions and commissioning more locally-produced shows that reflect the cultures and experiences of ordinary Africans.