As the African OTT streaming market continues to evolve, a recent BMA survey on “OTT Streaming in Africa – State of Play 2025” has shed light on the key challenges, opportunities, and industry sentiments shaping the sector. With responses from industry stakeholders, broadcasters, and technology providers, the survey provides valuable insights into content preferences, monetisation strategies, and market dynamics.
The survey revealed that news and current affairs (4.38/5), movies (3.67/5), and TV shows/series (3.67/5) are among the most highly rated content genres. A notable 37.5% of respondents indicated that their platforms primarily offer local content, while an equal percentage preferred a balanced mix of local and international programming. When it comes to engagement, original programming (57.1%) and live events (57.1%) were cited as the most engaging content types, reflecting the growing demand for unique and real-time experiences.
The survey also revealed that user experience (UX) remains a critical factor for OTT platforms. The highest-ranked UX elements were high-quality streaming (4.00/5), personalised recommendations (3.86/5), and seamless navigation (3.50/5). These findings suggest that viewers prioritise smooth and tailored streaming experiences that enhance their overall satisfaction and engagement with the platform.
Subscription-based (SVOD) remains the dominant monetisation model, with 60% of respondents favouring it, while 20% support advertising-based (AVOD) models. Interestingly, 40% of platforms reported monthly revenues in the range of $100,000–$500,000, although another 40% chose not to disclose their revenue figures. Additionally, 80% of respondents agreed that both programmatic and direct sales advertising should play a role in monetisation, highlighting the industry’s focus on diversified revenue streams.
A significant majority (81.8%) of respondents believe that African broadcasters and telecom operators have the potential to dominate the OTT space due to their existing audience reach and infrastructure. Additionally, all respondents (100%) agreed that broadcasters and OTT platforms should collaborate to share content and monetise more effectively. These insights suggest that partnerships between traditional media and streaming services could be key to unlocking new growth opportunities in the region.
Furthermore, adopting emerging technologies is expected to play a crucial role in the growth of African OTT platforms. Nearly half (47.6%) of organisations claimed to be fully prepared to leverage 5G technology, while another 47.6% were partially prepared. AI-driven personalisation (57.9%) and advanced video compression (63.2%) were identified as the most critical technological tools for OTT success. However, high development and maintenance costs (60%) and limited access to skilled technical talent (40%) were cited as major hurdles in tech deployment.
Looking ahead, African OTT platforms are focused on expansion and innovation. Key priorities include expanding content libraries (70%), adopting advanced technologies (60%), growing market reach (65%), diversifying revenue streams (55%), and strengthening partnerships (65%). These plans underscore the industry’s drive towards scaling operations and enhancing user experiences to remain competitive in the evolving digital landscape.
The “OTT Streaming in Africa – State of Play 2025” survey presents a snapshot of a rapidly evolving industry. While competition from global giants, high costs, and bandwidth issues remain challenges, the sector is poised for growth with increasing local content investment, monetisation diversification, and collaboration between broadcasters and streaming platforms.
To find an overview of the survey, please click here.
