As video streaming continues to transform media consumption across West Africa, the search for commercially sustainable OTT (Over-the-Top) business models has become one of the industry’s most pressing priorities. While consumer demand for on-demand content is growing steadily, many OTT platforms continue to grapple with the challenge of converting audience growth into long-term profitability.
This important topic will be explored during the Broadcasters Convention – West Africa 2026, on 22 – 23 September 2026 in Accra, Ghana, at the Labadi Beach Hotel, where industry experts will discuss how to create a resilient and scalable business in today’s competitive digital environment.
In all parts of the region, streaming services are facing a complex landscape that is characterised by the increasing cost of content production and acquisition, high competition from global platforms, fragmented audiences, low average revenue per user, piracy and different levels of broadband penetration and adoption of online payments. These realities are leading operators to question the conventional subscription-only business models and consider alternative revenue diversification techniques.
This session will explore OTT companies’ business models and how they can be created in a commercially viable and appropriate manner in the local market. The emphasis will be on both financial considerations (affordability vs profitability) and revenue generation, and on developing platforms that will ensure a sustainable investment in quality local content and innovation.
Mr Benjamin Pius, the Chief Executive Officer of Broadcast Media Africa (BMA), indicates that in order to realise sustainable growth in OTT, the business paradigm needs to change from attracting viewers to building businesses that sustain value creation.
Building sustainable OTT services is not only vital to the long-term success of Africa’s digital media economy, but also a key part of providers’ commercial sustainability over time, not just the target of audience acquisition.
Participants will explore how hybrid monetisation models—including subscription, advertising-supported streaming, pay-per-view services, content licensing, sponsorships and strategic partnerships with telecommunications operators—can strengthen financial performance while expanding audience reach.
The discussion will also consider how investment in local content can become a competitive advantage, enabling OTT platforms to differentiate themselves in crowded markets while creating new opportunities for regional distribution and content exports. Equally important will be the role of audience data, artificial intelligence and advanced analytics in improving customer acquisition, personalising user experiences, increasing engagement and reducing subscriber churn.
With digital consumption continuing to accelerate across West Africa, industry leaders agree that sustainable OTT growth will depend not only on technological innovation but also on business models that are adaptable, financially resilient and capable of responding to changing consumer expectations.
The session forms part of the Broadcasters Convention – West Africa 2026, which will bring together broadcasters, OTT providers, content producers, regulators, telecommunications companies and technology partners to examine the future of broadcasting and digital media across the region.
To find out more about the event, visit the website here.
