VoD and Africa - A review of existing VoD services, drivers, challenges and opportunities (Data reviewed July 2017)
Document type: Report
Publication date: 4 July 2017
Number of pages: 193 + Excel tables + a PPT presentation summary
180+ VoD platforms related to Africa and Black culture!
The new emerging distribution market for the African audiovisual industry is VoD.
VoD and IPTV services are the best way for broadband internet 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 initially released at the end of 2014 and reviewed with the list of VoD platforms (in excel) in July 2017.
Report's Key data:
- This report seizes a growing content distribution channel
- A list of 180+ VoD platforms related to Africa; includes VoD mobile apps, VoD via box and internet.
- a selection and profiles for key platforms (with launch date, business model, traffic, catalogue, contacts where available) -
- A selection of VoD services that acquire content rights currently
- A selection of 40+ promising VoD platforms
- A selection of 24 VoD platforms launched by telcos
- A selection of 20 Nollywood-related VoD platforms
- A selection of VoD platforms in South Africa
- A selection of 44 VoD services in francophone markets
- A selection of telecoms operators which are about to/or have launched VoD
- A selection of African payTV operators and TV broadcasters launching VoD services
- VoD platforms on stand by or closed down, ready to be purchased
- White label VoD platforms
- Investment opportunities - return example
- Drivers for offering VoD services in Africa by segment: consumers, ICT, businesses, education, governments
- YouTube's channels 'made in Africa' with traffic data
- Analysis of 15 key VoD services across Africa
- Number of African TV households by country
- List of VoD partnership opportunities between VoD platforms, telcos, TV broadcasters and other third parties
- VoD service latest innovations, best practices, features and benefits
It originally took 5 years for 2 analysts and several trips across the African continent to produce and update 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.
Main authors: Sylvain Béletre | Russell Southwood.
Price: 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 (143 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 update. 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
- Key drivers by segment
2.1 The market
2.1.1 Consumers in Africa
2.1.2 The African diaspora
2.1.3 Non-African market
2.2 African audiovisual producers and distributors
2.3 TV broadcasters
2.4 Telcos in Africa
2.5 Device vendors in Africa (Smartphones, tablets, PCs, smart TV, boxes, etc.)
2.6 Other players
- 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 – Targeting attractive markets
3.2.1 African audiovisual production
3.2.3 Limited Broadband internet access
3.2.4 Limited Market potential
3.2.5 Stronger regulation on VoD players
- 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
4.2 VoD company profiles – Africa-related content
About the authors
About Balancing Act
Annex - Main Ethnic groups in Africa
Tables, Charts and Maps
Table 1 - Key VoD players in Africa today
Table 2 – Global OTT, online TV and video usage, revenues and forecasts. 2010 to 2018.
Table 3 - VoD services models, abbreviations and meanings
Table 4 – VoD services: 19 users’ benefits
Table 5 - VoD services’ costs
Table 6 - 6 x African consumers’ drivers to VoD usage
Table 7 - 15 largest African diaspora populations by country
Table 8 – African diaspora, estimated population by continent or region
Table 9 – VoD services related to African and the African diaspora: traffic by region
Table 10 – Programmes related to Africa that sold well globally
Table 11 – African content producers: 6 drivers for using VoD as a distribution channel
Table 12 - African content distributors: key players
Table 13 - African TV broadcasters: 5 drivers for using VoD as a value-added service
Table 14 - List of telcos in Africa testing VoD solutions - in alphabetical order
Table 15 – African Telecoms players: 10 drivers for launching VoD as a value-added service
Table 16 - Top Ten largest telecoms companies in Africa
Table 17 - Digital device vendors: 4 drivers for using VoD as a value-added service across Africa
Table 18 - List of largest Airlines in Africa
Table 19 – Airlines: 3 drivers for using Africa related VoD as a value-added service for flight to/from Africa
Tables 20 - Key opportunities for VoD providers in Africa - summary
Tables 21 – 5 x Revenue opportunities for VoD providers in Africa
Tables 22 – Potential partners for VoD platform providers
Tables 23 – Old release window system for films
Table 24 – New release window system for films
Table 25 – Communication topics for VoD platforms
Table 25 – Social networks used across Africa
Table 26 – Population of Africa by country, in descending order – top 20.
Table 27 – 12 key challenges for VoD providers in Africa
Table 28 – Content/VoD providers: 5 reasons for using YouTube
Table 29 – Global VoD platforms present in Africa (selection)
Table 30 – List of main VoD players related to Africa – by category: popularity and catalogue
Table 31 – List of main VoD players related to Africa – by category: sector
Table 32 – Top 12 Nollywood movie services online.
Table 33 – Projections for VoD/OTT growth in Sub Saharan Africa (2022)
Table 34 – Main Ethnic groups in Africa
- List of VoD players related to Africa (fields : launch date, model, country, content, traffic)
- Africa population,
- households, TV households,
- most popular YouTube channels in Africa,
- Nigerian VoD portals.
- VoD services in francophone markets (44 services)
- VoD services on hold or suspended
- Most popular VoD service in South Africa.
- "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.
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