VoD and Africa - A review of existing VoD services, drivers, challenges and opportunities (2016 update)
Document type: Report
Publication date: 10 March 2016
Number of pages: 193 + Excel tables + a PPT presentation summary
140+ VoD platforms related to Africa and Black culture! (list last updated 10 March 2016)
The new emerging distribution market for the African audiovisual industry is VoD.
VoD and IPTV services are the best way for mobile telecoms operators in Africa to monetize data now!
There are very few reports that review VoD (video on demand) progress across Africa. This report offers invaluably detailed and updated information on the state of play with VoD platforms' launches and projects across the continent.
This report is ideal to prepare a business plan and convince investors and partners.
The main report was released at the end of 2014 and the list of VoD platforms (in excel) has been updated up until the 10th. March 2016.
Report's Key data:
- This report seizes a growing content distribution channel
- A list of 136 VoD platforms related to Africa; includes VoD mobile apps, VoD via box and internet. CONTACT DETAILS for a selection of them.
- a selection and profiles for key platforms (with launch date, business model, traffic, catalogue, contacts where available) -
- Which VoD services acquire content rights?
- includes a selection of 41 promising VoD platforms
- includes a selection of 21 VoD platforms launched by telcos
- includes a selection of 20 Nollywood-related VoD platforms
- includes a selection of 27 VoD platforms from South Africa, 20 for Nollywoods
- includes a selection of 13 African telecoms operators which are about to/or have launched VoD
- includes a selection of African payTV operators and TV broadcasters launching VoD services
- Investment opportunities - return example
- Drivers for offering VoD services in Africa by segment: consumers, ICT, businesses, education, governments
- YouTube's growth data in Africa
- Growing traffic sample: 35 selected YouTube's channels for Africa generated +700M views - traffic by channel
- Analysis of key VoD services across Africa
- Internet and mobile penetration in Africa
- Africa's population by country
- Number of African TV households by country
- List of VoD partnership opportunities between VoD platforms, telcos, TV broadcasters and other third parties
- Technical aspects of VoD, investment required
- VoD service latest innovations, best practices, features and benefits
- VoD services related to Africa: contact directory - kpi, catalogues, traffic and partners
- Largest telecoms service providers in Africa - top mobile operators - top airlines
- Telecoms kpi in Africa - mobile usage data
- Smartphones, feature phones and tablets "made in Africa" - list of providers
It originally took 13 months for 2 analysts and several trips across the African continent to produce this report.
It has become quite commonplace in the past decade or two for people to complain that there is nothing on TV. The ability to watch a programme from any device anywhere at anytime is a luxury that VoD provides. There is a new, complex way of watching television: tailored to the needs and desires of consumers. With multimedia digital convergence landing across Africa, the multiplication of TV channels over the past 10 years, and better access to the Broadband internet, populations are asking for more than traditional linear TV service. They increasingly also want to manage their viewing time.
At the end of 2013, the African VoD market started heating up. Almost everyone in the African audiovisual and telecoms sectors have heard of iROKOtv (“Netflix of Nollywood”), BoxOffice by Dstv or YouTube's growth on the continent, but very few people know if the future of the African VoD segment's growth is online, via satellite or mobile, how many VoD platforms are related to Africa and how this segment will shape up.
Using a range of information, this report looks at three things:
1) trends and audience needs: how changes in economic growth levels will drive VoD services and affect the African audiovisual and telecoms markets;
2) Who the VoD players' related to Africa are currently?
3) What the VoD players' strategies and business models are/should be?
Right now, only around 6 percent of African web traffic is video, according to the Sandvine Global Internet Phenomena Report, a biannual rundown of global web use. Sandvine predicts that the continent will be the fastest new adopter of video applications in the world in the years to come.
But since VoD traffic is very hard to track, it could be more.
This report gives a picture of a new, growing content distribution channel for content rights holders. It highlights the positions and drivers of African producers, distributors, TV broadcasters, telcos, airlines, hotels and public places for launching VoD solutions. Innovations in digital migration, Africa's cultural heritage and catch up TV are also part of the VoD ecosystem.
A report by Balancing Act.
Special rates apply to Balancing Act clients, small production houses, SMEs and start-ups, clients who purchase several reports: send us an email or call us to apply.
Licence: corporate wide - unlimited number of users.
Deliverables: electronic files only (no hard copy) in PDF (193 pages with players' contact directory), Excel and PPT files + a 1 hour phone brief if required.
Total research cost for Balancing Act: USD 62 000. It originally took two research analysts 13 months to produce this report in 2013. Balancing Act is still tracking this segment and updating this report, so if you know some VoD platforms related to Africa, please send us an email.
Who should read this report?
VoD platform owners, telecoms operators present in Africa, digital device vendors (smartphones, tablets, PCs, smart TV sets), TV broadcasters, IT/CDN/CMS, SEO service suppliers, investors, business angels, venture capitalists, private equity players, African governments, Ministries of Communications, communication regulators and development agencies, consultants, events' organisers, African broadcast and communication regulators, audiovisual content distributors and aggregators, large audiovisual media, audiovisual content producers, broadcast security providers, app developers, Pay TV networks, Radio operators, DTH/DTT TV platforms, mobile services' players, satellite carriers.
Why should you read this report?
The report will save research time and cut costs and is essential reading for anyone involved, or planning to engage in the African OTT/VoD sector. Executives trying to identify who/where the existing and upcoming VoD players are in Africa will find the answer in this piece of research. The report is part of standard market intelligence for VoD, telecoms professionals and for TV broadcasters active in African regions.
Read this report and cut costs/time while trying to:
find and sign with VoD players related to Africa and black culture
build popular VoD catalogues
find and convince potential VoD partners
reduce strategic investment mistakes
launch VoD services in and outside of Africa
identify VoD services' best practices
generate extra revenues, increase subscriber base, reduce churn
run VoD in areas with low bandwidth
reach out to consumers faster, increase your audience
reduce content piracy, turn piracy into legal income streams
increase 'stickiness' to your services among your client base
improve your TV or telecoms services' revenues with recurring subscriptions
Table of Contents
Research scope, methodology and objectives
1.1 Consumer features and benefits
1.2 VoD Business models
1.3 VoD service types
2. Key drivers by segment
- 2.1 Market drivers
- 2.1.1 Consumers in Africa (content demand, trends, population, Gen C, ICT adoption, TV)
- 2.1.2 The African diaspora (population by country, VoD traffic)
- 2.1.3 Non-African market (interest in African stories)
- 2.2 African audiovisual producers and distributors (6 drivers, list of distributors)
- 2.3 TV broadcasters (5 drivers, current state, DTT, DTH, payTV, VoD catch up/replays)
- 2.4 Telcos in Africa (10 drivers, digital gaps, investments, fibre, broadband adoption, VoD)
- 2.5 Device vendors in Africa (smartphones/tablets stats, list of vendors, VoD tests)
- 2.5 Other players (airlines etc.)
3. VoD players’ strategies
- 3.1.1 Revenue opportunities for VoD providers
- 3.1.2 Tactics to sourcing content
- 3.1.3 Reaching out to consumers
- 3.2.1 African audiovisual production
- 3.2.2 Competition
- 3.2.3 Limited Broadband internet access
- 3.2.4 Limited market potential
4. Key VoD players in Africa
- 4.1 Market review
- 4.1.1 Global VoD players with Africa-related content
- 4.1.2 Africa-related VoD players (by sectors)
- 4.2 Africa-related content VoD company profiles (key VoD players)
Tables, Charts and Maps
About the authors
About Balancing Act
Tables, Charts and Maps contained in this report:
Table 1 – Global OTT, online TV and video usage, revenues and forecasts. 2010 to 2018.
Table 2 - VoD services models, 8 abbreviations and meanings
Table 3 - VoD services: 19 users‘ benefits
Table 4 - VoD services’ costs
Chart 1 - VoD business model: How Wabona works.
Chart 2 - VoD business model: advertising on iROKOtv
map: Africa populations - largest nations
Charts - Points of comparison: European VoD data by country - mobile and tablets video plays
Table 5 - 6 African consumers’ drivers to VoD usage
Table 6 - Top 20 African markets (ICT development)
Table 7 - Advertising spend for Nigeria, Kenya, Ghana and Tanzania
Table 8 - 15 largest African diaspora populations by country
Table 9 – African diaspora, detailed estimated population by continent or region
Table 10 – VoD services related to African and the African diaspora: traffic by region
Table 11 – African content producers: 6 drivers for using VoD as a distribution channel
Box 1 - CÔTE OUEST – largest private TV content distribution company in Africa
Table 12 - African TV broadcasters: 5 drivers for using VoD as a value-added service
internet penetration by region - Africa - internet penetration by country, top countries
Africa - broadband download performances, top countries
Table 13 - African Telcos: 10 drivers for using VoD as a value-added service
African mobile subscriptions - top 10 countries
Box 2 - Orange: full picture on VoD solutions in its African markets
Table 14 - Top Ten largest telecoms companies in Africa
Table 15 - Top ten African countries by mobile subscribers – Q1 2011
Table 16 (1) – Africa: population and ICT data – 2012 / Table 16 (2) – Africa: mobile data - 2012
Smart phone OS in Africa
Chart 3 – Top 5 smartphones sellers globally, 2011-2012.
Tablet devices brands in RSA
Table – List of Smartphones and tablets ‘made in Africa’ (12)
Picture 1 – Samsung hub
Table 17 - Digital device vendors: 4 drivers for using VoD as a value-added service across Africa
Charts 4 - Study results focused on telcos consumers and usage in South Africa - 15 graphics
VoD to support education - figure
Table 18 – Airlines: drivers for using VoD as a value-added service across Africa
Table 19 - Key opportunities for VoD providers in Africa
On-demand AV services established in the EU - ranking by VoD themes
key potential partners for VoD platforms related to Africa: sorted by market segments
Tables 20 – 5 Revenue opportunities for VoD providers in Africa
Box 3 - Turning pirated content into profits - a solution
Overview of the large African ethnic groups by country - population number
Box 4 - Content acquisition partnership between 2 VoD players
Table 21 – Old release window system for films
Table 22 – New release window system for films
Chart 5 - Traditional vs. emerging video ecosystem
Chart 6 – VoD/New media Ecosystem
VoD players: communication strategy - topics to focus on
Largest social networks used across Africa
Table 23 – Facebook popularity in Africa. Oct 2013. Number of users by country
Twitter in South Africa – Nov. 2011
Table 24 - Population of Africa by country, in descending order – top 20.
Table 25 – 12 key challenges for VoD providers in Africa
Table 26 – Africa: Positions of YouTube vs. other popular websites by country
Map 1 – YouTube offices in the World – Oct 2013.
Table 27 – VoD providers: 5 reasons for using YouTube
Table 28 – 35 YouTube channels linked to Africa and their traffic (views)
Table 29 - YouTube channels produced by 8 major media - traffic (views)
Box 5 – YouTube’s growth in Africa – KPI
Table 30 - global VoD platforms
Table 31 - List of VoD players related to Africa – countries, titles and traffic
Table 32 - List of over 90 VoD players related to Africa – by category, model, traffic, and catalogue (1), sector (2) 17 x Nollywood VoD platforms (3)
Box 6 – Netflix and YouTube company profiles and business models
Africa's top 10 most used websites - March 2011
List of 12 smartphones and tablets ‘made in Africa’ companies - Oct 2014
List of top 33 airlines, in and outside of Africa - Sept 2014
- "This market report provides us with the contacts and pitch we need to set up content partnerships and offer VoD to our customers." A telecoms service provider in Africa.
- "As a new African programme and film distributor, this report gives me the opportunity to extend my network and close new deals." A content distributor.
- "Very good presentation of a fast growing segment in Africa and how it is structured. Plenty of tips to build and commercialize a VoD offer." A broadcast industry expert.
- "VoD is revolutionary because this is the alternative way that African consumers are going to watch audiovisual content: TV, tablets, PCs and mobile phones. This report proves it." a VoD service provider in Africa.
- "Very helpful to help key VoD players improve their technical infrastructure and revenue potential". A technology provider.
- "The info provided in the report was useful from 2 points of view: 1/ it proves that VoD in Africa is catching up. 2/ This piece of research is independent, third party." Udala Media.
- "This report highlights that VoD revenues represent small amounts but they are recurrent revenues and they should grow up in the future. Now is the best time for content providers to sign VoD deals in Africa as the market will soon get crowded. This detailed report saved us time and helped us identify and qualify the top VoD players linked to Africa". An OTT expert.
Executive summay (sample)
This report reads clearly and some of the findings are fascinating and unexpected. Unfortunately and despite recent efforts, the African audiovisual market is not well documented. There's so little real research available on this market - especially on the emerging VoD segment and related players - that this piece of research is invaluable.
Key players in the VoD segment need to be ready for VoD uptake in the years to come.
Why is VoD important to telcos?
Large African telecoms operators and device vendors have got VoD up their sleeves. We list 10 reasons why they should be investing in the VoD segment. Some of the reasons are that telcos need to find new market segments to drive internet usage, provide value added services and key differentiators, and avoid just being dumb pipes. But there is more to be said.
Why is VoD important to broadcasters?
TV broadcasters - including pay TV networks and channels that co-produce content - can leverage VoD as a value added service, to generate extra audience and advertising. Pay-tv operators in other regions have largely improved on their revenues by adopting VOD to their services. But how can they build a popular VoD service?
Why is VoD important to African TV programme makers and film directors and producers?
To be sustainable and continue to grow, African audiovisual producers need to find a way to control and dramatically improve the distribution of their productions. But more can be done to sidestep the content pirates, protect and grow their assets.
As a point of comparison, there were 3,088 on-demand services in the European Union, according to new research by the European Audiovisual Observatory as of February 2014. Among the audiovisual services counted were 1,104 catch-up TV services, 711 branded channels of broadcasters on open platforms and 409 VoD film services. The ‘On-Demand Audiovisual Markets in the European Union’ report found the UK to have the most established services at 682, followed by France with 434 services and Germany with 330 services. There were also 223 services based in the US but targeting European countries.
In 2013 in Europe, there were over 3000 VoD services including 2459 on-demand AV services established in the EU25 with different genres and niches: 447 services were focused on films in the EU. Over 130 cinema VoD services were established in the USA and in Switzerland. 45 on-demand services were dedicated to trailers and 10 are focused on archives in Europe.
In the West and Asia, "cord cutters", those who have got rid off the traditional TV set are growing and are using VoD over broadband instead. Educational organisations, airlines, hotels and hospitals have adopted VOD services as a way to improve their solutions.
In the coming years and as the numbers of data centers to host video files, mobile broadband and fibre networks improves local telecoms infrastructure, VOD usage is likely to become as common as mobile telephony across African urban 'connected' areas.
The first section sets the VoD scene: it provides definitions, consumer features and benefits, VoD business models and VoD service types.
Section 2 explores the VoD ecosystem in Africa. It looks at key drivers by segment: the African consumer market, African audiovisual producers and distributors, Telcos in Africa, TV broadcasters, device vendors and other minor players that can VoD as a growth segment.
Section 3 goes through VoD players' strategies, with related opportunities and challenges.
The last section provides a review of existing VoD services related to Africa. We have identified over 100 VoD players offering Africa-related content, competing with the multitude of international online VoD platforms. Those VoD providers are profiled and classified with specific differentiators in terms of content catalogue, traffic, geography, business models and technology.
Excel tables that come with this report list "VoD players related to Africa" (over 100 platefoms), key global players, largest YouTube channels (global and African), African populations by country. Excel tables allow users to add details on platforms they have selected, ideal tools for sales people and partnerships.
A Powerpoint presentation provides a summary of the report which can be re-used during conferences.
Going forward, Balancing Act offers a central register of VoD and Africa services to protect their assets, inform the market and aggregate the following information (the equivalent of a central database for VoD and Africa): click here to email us.
• List of VoD related companies with contact details
• Data on catalogues: number of titles/hours - genres
• Data on usage: number of video views, transactions or subscriptions by region
• Data on the breakdown of adspend on Internet between categories of services where available
• Data on services’ revenues: advertising, purchase, rental, subscription
• Data on VoD market shares
• Data on popular content
• Data M&As, alliances, investments and financial needs
• Data on international trade
Tags: video on demand in Africa, mobile applications Africa, mobile apps, catch up service, TV replay, streaming videos, films, vidéo à la demande en Afrique, الفيديو حسب الطلب أفريقيا, видео по запросу Африке, 視頻點播非洲, VOD在非洲, オンデマンドアフリカのビデオ, アフリカにおけるVOD, streaming african movies, vod in africa, streaming african films, streaming nollywood films, disruptive technologies, Showmax, MultiChoice’s BoxOffice, MTN’s FrontRow - Netflix in Africa, YouTube, Canal+, iROKO, Buni, Times Media Group’s Vidi.
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