Netflix tests free trial returns in select markets

Netflix has quietly begun testing the return of free trial periods for new subscribers in select countries, marking a potential reversal of a policy discontinued nearly six years ago. The trials, which vary in length from 7 to 30 days, are not available in the United States or the United Kingdom, the company's two largest markets. The offer is exclusively for individuals who have never held a Netflix account.

A Netflix spokesperson confirmed the tests, stating the company regularly runs promotions to help prospective members experience the service's value. The offer appears automatically during the new account sign-up process for eligible users in participating countries; if no offer appears, the user's country or device is not part of the current test. Reports and user discussions indicate the tests are active in countries including Brazil, the Netherlands, and India.

The streaming giant ended its global 30-day free trial program in late 2019 and early 2020. Its return, even in limited testing, comes at a time when Netflix faces new challenges in subscriber engagement. According to a recent Bloomberg report, viewing time on the platform grew by less than 2% this year, and the...