Africa tipped for SVoD boom
The number of SVoD customers in sub-Saharan Africa (SSA) will increase from 1.56 million at the end of 2017 to nearly 10 million in 2023, according to a report from UK-based Digital TV Research.
Titled Sub-Saharan Africa OTT TV & Video Forecasts, the report estimates that across the 35 countries in SSA, there will be 9.99 million SVoD customers five years from now.
South Africa will account for 3.37 million of these and Nigeria will have 2.61 million, the report claims. The two countries are tipped to account for 60% of SSA’s SVoD customers by 2023 – down from 74% in 2017, suggesting the rest of the region is growing faster than the two main countries.
However, the report also predicts SVoD revenues will not increase massively due to the fact some of the new platforms driving subscriber growth are very cheap. SVoD revenue across SSA in 2023 is estimated to be at US$775m.
The recently launched Kwesé Play is tipped to hit 333,000 subscribers in 2023. Meanwhile, iRoko TV is expected to see its customer count rise from 308,000 to 1.54 million over the same period, while iflix is predicted to grow from 17,000 to 741,000 subscribers. DStv Showmax numbers will increase from 334,000 to 1.73 million, the report claims.
SSA’s six most popular platforms – Showmax, iRoko, Kwesé Play, iflix, Amazon and Netflix – accounted for 90% of the region’s SVoD subscribers by the end of 2017, with this proportion predicted to be retained across the next five. Despite being relatively expensive, Netflix is still expected to account for 40% of the 2023 total, with an estimated 4.03 million subscribers.
Simon Murray, principal analyst at Digital TV Research, said: “Market dynamics have shifted over the last year. There have been fewer platform launches, especially on a country level. We believe iRoko will concentrate mostly on West Africa.
“A significant stake in iflix was sold to Econet, which we believe will mean more focus on Eastern and Southern Africa. MultiChoice announced that Showmax will be given free to premium DStv subscribers across Africa, with Compact subscribers offered Showmax for half price.”
Digital TV Research is a London-based research and analytical company. It publishes more than 20 reports, covering over 130 countries, annually.