TF1+, the leading ad-supported video-on-demand streaming platform in France, is set to expand its services to African audiences as part of a broader global strategy revealed last year.
Officially launched on January 8, 2024, TF1+ replaces the previous MyTF1 service and is owned by the TF1 Group, with Bouygues Group—a major French multinational industrial holding company—as its primary shareholder. By October, TF1+ experienced a significant boost in digital advertising revenue, increasing approximately 40%.
The platform aims to deliver premium video content to French audiences, offering a vast library featuring over 15,000 hours of news and entertainment. Users can access various popular programs across multiple devices, including TVs, PCs, smartphones, and tablets. The content includes hundreds of feature films, TV series, box sets, and specially curated materials for children and young adults.
Despite being a newcomer on the global stage, TF1+’s expansion efforts into Africa highlight its ambition to compete with established local players such as Showmax and Circuits and international giants like Netflix and Prime Video, which have a significant presence in the region. This move signals TF1+’s commitment to globalizing the French brand promptly.
In 2024, Prime Video faced considerable challenges in the African market less than a year after launching its first African Original, resulting in a withdrawal of funding for original projects and job cuts within its African division. Additionally, there have been reports of Netflix reducing its investments in specific regions, particularly cutting back on funding for Nigerian films. Many within Nollywood attribute these setbacks to disappointing subscriber growth and issues with how Netflix managed its film financing.
While details about TF1+’s operational strategy in Africa remain scarce, it is anticipated that the platform will identify and leverage the weaknesses that Netflix and Prime Video exhibited in the region. To thrive, their team must closely analyze the African market’s dynamics and devise effective strategies to ensure success. Experts have pointed to Prime Video’s struggles in Africa stemming from a lack of understanding of local audience preferences, poor user experience, and inadequate promotion of available content. For TF1+ to achieve long-term success, addressing these challenges will be crucial.
The introduction of TF1+ in Africa allows the French to promote their entertainment culture across the continent and enable African creators to showcase their traditions and stories to a global audience through collaborations on African Original content.
According to Bloomberg, TF1+ plans to begin its operations in Francophone African countries, particularly North Africa, before gradually moving into other regions. Observing how this cautious approach unfolds will be fascinating, particularly in enhancing the visibility of African storytelling and cinema on the world stage.
