The television landscape has undergone a seismic shift in recent years, driven largely by the explosive growth of streaming services. Viewers now enjoy unprecedented choices, fundamentally altering how content is consumed. This evolution has put traditional pay-TV providers on the defensive.
IPTV service provider Tresor Ishimwe observes a growing preference for streaming over pay TV in Rwanda. Most of his clientele now opts for platforms like Netflix, highlighting a global trend where audiences favour online content for its flexibility. As traditional media clings to live sports for viewership, many urban viewers increasingly migrate to streaming platforms, seeking more versatile viewing options.
Pay-TV operators like Canal+, Star Africa Media Ltd, Tele 10 Ltd (Dstv), and Azam TV leverage exclusive sports broadcasting rights to retain customers, especially for high-demand leagues like the English Premier League (EPL). Azam TV’s marketing manager, Gloria Nizurugero, emphasises the importance of promotions and digital engagement in remaining competitive, adapting pricing models to meet the challenges posed by streaming platforms.
Analysts warn that traditional TV providers face an uphill battle. With major players like Netflix, Amazon, and YouTube offering flexible, affordable options, industry experts argue that current pay-TV models are unsustainable. As smartphones become more ubiquitous than TV sets, access to streaming is easier than ever, necessitating shifts in traditional media strategies to keep up with evolving consumer preferences.
Rwanda’s digital landscape also reflects this change, with a significant increase in smartphone penetration and internet usage. Victor Nkindi, CEO of Hooza Media, notes that the country’s demographic, with 78% of the population under 35, is driving the shift toward on-demand streaming.
While pay TV retains relevance, especially in live sports and news, the balance is shifting. Industry experts advocate for regulatory frameworks that support local creators and ensure fair competition, positioning Rwanda to lead in digital innovation across Africa.
