As Africa’s streaming market continues to expand rapidly, the conversation is shifting from growth to retention. With more players entering the field and audiences spoiled for choice, the real challenge for platforms today is not just attracting subscribers—but keeping them.
This critical issue will take centre stage at the upcoming OTT Content Streaming Summit 2026, set for 24–25 February 2026 in Cape Town, South Africa. The event, organised by Broadcast Media Africa (BMA) in collaboration with the Southern African Broadcasters Association (SABA), marks the sixth edition of the summit and promises to be a key gathering for streaming and broadcast leaders across the continent.
The African OTT market is vibrant, driven by growing internet access, mobile innovation, and a young, content-hungry audience. Yet with increased competition comes subscriber fatigue, as users frequently switch between platforms based on content availability, pricing, or promotions. To counter this churn, media companies are now seeking more sustainable strategies for customer engagement and loyalty.
Industry experts argue that success lies in understanding the audience, utilising data analytics to tailor content, ensuring seamless user experiences, and leveraging partnerships to enhance accessibility and affordability. Personalised recommendations, flexible payment options, and localised storytelling are becoming the new levers of retention.
According to Benjamin Pius, CEO of Broadcast Media Africa, “Retention is the next frontier of growth for Africa’s streaming ecosystem. Platforms that invest in meaningful user relationships—beyond just numbers—will define the next phase of digital entertainment.”
The OTT Content Streaming Summit 2026 aims to equip industry players with practical strategies and partnerships to navigate this dynamic, competitive market. For Africa’s streaming future, the focus is clear: retention isn’t just a metric—it’s the key to sustainability.
To learn more about the summit, click here.
