As part of BMA’s “OTT Content Streaming In Africa Industry Programme”, we recently conducted an industry-wide survey to track the factors and issues shaping the success – or otherwise – of the OTT Content Streaming in Africa.
Here are some of the notable highlights and fact summaries from what the industry told us in the survey.
- 33% of respondents currently offer their own OTT Streaming or video-on-demand (VoD) service – which means just over 65% do not.
- Among those not currently offering OTT services, about 55% say they will implement OTT streaming within the next three (3) years.
- The survey revealed that broadcasters and content publishers would implement OTT streaming for two major reasons:
- to attract new types of customers and
- to enhance the company’s competitive profile
- The user base spans for those currently providing streaming services varied; however, most user traction comes from the 25-34 age segment.
- The content distribution pattern for streamers in Africa shows a balanced mix of local and international content, with approximately 50% local and 50% international.
- The survey shows that respondents utilise a mix of advertising, subscription, and hybrid monetisation models. Advertising and subscription models are equally popular.
- The monthly subscription price varies, indicating diverse pricing strategies.
- Subscription Pricing: Monthly subscription prices vary widely, with some charging less than 1 USD and others more than 10 USD.
- The majority of respondents indicated a monthly revenue per user of less than 5 USD.
- A significant portion of respondents say they would like to expand and diversify content libraries, enhance user experience through technology, and create original content to attract more subscribers.
To download our summary presentation of the high-level report from this survey, click/tap here
For detailed report and data from the report, email to: info@broadcastingandmedia.com
