As the African content streaming landscape evolves, industry leaders are actively exploring strategies to enhance content distribution, audience engagement, and monetisation. At the upcoming OTT Streaming Summit – Africa 2025, set to take place on 18 – 19 Feb 2025 at The Capital 15 On Orange, Cape Town, South Africa, key stakeholders will discuss the future of digital media in the region.
One of the voices shaping this conversation is Allison Blyth, General Manager of immedia Studio, a company at the forefront of digital transformation with its Fabrik Platform.
In this exclusive interview, Allison Blyth shares her insights on the shifting dynamics of content consumption in Africa, the challenges broadcasters face, and the strategies needed to navigate an increasingly digital-first audience.
Below is an abstract of the conversation:
BMA: What influenced your decision to agree to participate in the OTT Streaming Summit?
Allison: We have a long relationship with the BMA and SABA in attendance of the conferences where we, as immedia Studio, can share the progress on our Fabrik Platform. The events are an opportunity for us to showcase not only our platform but also to engage with clients and vendors and share our own experiences in the industry.
BMA: Please tell us how you see the content streaming space in Africa evolving in terms of its effect on content distribution and monetisation, especially in the context of African market conditions.
Allison: We believe that the future is community-centric, not just OTT and that broadcasters who prioritise the following will lead Africa’s digital content revolution:
1. Engagement over Passive viewership
2. Trust over Algorithm-driven virality
3. Direct audience connections over Third-party dependencies
BMA: What challenges or issues do players in this industry face, and how do you see it resolved and overcome?
Allison:
1. Fragmented & Shifting Audience Behaviour:
Challenge: Audiences are moving from passive, traditional linear ‘broadcasting’ to on-demand, interactive, and socialised content consumption.
Solution: Broadcasters must embrace engagement-first models, integrating real-time interaction, personalised content, and community-driven experiences.
2. Dependence on Global Platforms:
Challenge: Over-reliance on social media and OTT platforms limits control over audience relationships, data, and monetisation.
Solution: Broadcasters need their own digital distribution channels to secure content ownership, direct monetisation, and algorithm-free audience reach.
3. Trust Erosion & Misinformation:
Challenge: The rise of mis/disinformation makes audiences more sceptical of media sources.
Solution: Broadcasters must leverage their trust advantage by prioritising credible, fact-based journalism, transparent content moderation, and direct community engagement.
BMA: All said, tell us what you hope fellow participants will take away from this industry summit?
Allison: The industry must adapt or risk irrelevance. The future of media in Africa isn’t just about streaming (a digital distribution channel of their existing model) – it’s about building trusted, engagement-driven digital ecosystems that give audiences content, community and connection. Broadcasters who adapt to these challenges by prioritising direct audience relationships, localised engagement, and sustainable digital monetisation models will lead the industry forward.
As Africa’s content streaming ecosystem matures, industry players must rethink traditional models and embrace more audience-centric approaches. Allison Blyth’s perspective underscores a critical shift: the future of digital media in Africa is not just about streaming—it’s about fostering direct audience connections, prioritising trust over virality, and creating sustainable digital ecosystems.
With these key themes set to take centre stage at the OTT Streaming Summit – Africa 2025, participants can engage with thought leaders like Allison Blyth, exchange ideas, and shape the future of streaming in Africa. The summit promises to be a platform for collaboration, innovation, and actionable solutions to drive the industry forward.
