According to the report, SVOD penetration rates will remain low, with only 7% of TV households paying for at least one subscription by 2028 – up from 4% at the end of 2022.
Africa will have 15.57m paying SVOD subscriptions by 2028, up from 6.15m at end of 2022, according to the latest report from Digital TV Research.
Despite this fast growth, SVOD penetration rates will remain low, with only 7% of TV households paying for at least one subscription by 2028 – up from 4% at end of 2022.
Commenting on the findings of the report, Simon Murray, Principal Analyst at Digital TV Research, said: “Take-up is inhibited by low disposable incomes. Limited fixed broadband penetration also stifles growth, with few mobile operators offering OTT options. Not all global SVOD platforms will start in every African country – restricting choice.”
Netflix will have 6.94m subscribers by 2028 – or 45% of the region’s total. Disney+ will only have 1.29m subscriptions by 2028, with roll-out expected to be restricted to Nigeria and South Africa. Paramount+ is only likely to start in South Africa. HBO has a distribution deal with Showmax.
Amazon Prime will start in Nigeria and South Africa in 2023. We forecast 3.01m Amazon Prime Video subscribers by 2028. Apple TV+ launched in only eight African countries in November 2019, with 228,000 paying subs expected by 2028.