Online Streaming in Africa Q&A

GeoPoll: How has streaming impacted the TV and media market in Sub Saharan Africa in the past few years?

Kwesé iflix CEO, Mayur Patel: The future of TV is the internet and the home of the internet in Africa is mobile. More than 80% of broadband in Africa is accessed via smartphones and tablets, mobile devices are the place where consumers in our markets will increasingly connect with the content they love. Many of our users in the region have bypassed traditional linear broadcast TV, and their first experience of TV is on their mobile phone.

Entertainment producers are now partnering with mobile streaming services in order to access the growing market of mobile savvy consumers. We are now witnessing short form content being made solely for mobile users, along with streaming entertainment services gaining the rights to first time exclusives. People are also starting to consume live TV coverage, sport and entertainment, on their phones.

GP: What are some unique challenges of implementing streaming solutions in Africa?

MP: Some of the challenges our users face include the affordability of mobile data, storage capacity on their phones and the accessibility of subscription payment options. To help with this we formed partnerships with Africa’s leading mobile operators across our markets, from Nigeria to Zimbabwe. We have worked closely with them to create affordable video data bundles specifically for the Kwese iflix app, often with off-peak access, making it easier for our users to watch content on the go. For example, in Kenya during the World Cup, we partnered with Safaricom to launch the Giga Football Passes that gave users 24 hours unlimited data access to the Kwesé iflix app for less than a dollar.

To address storage capacity on people’s devices, we gave our users the choice to download content in three qualities – low, medium or high – so that they can decide what’s best for them. This allows users to download content at a small file size when using public WiFi and watch it at any point over the next 30 days.

On the payment side, we offer flexible options for users to access our full content catalogue. Individuals can buy a 1 day, 3 day, 7 day or 30 day VIP pass to suit everyone’s pockets. Users are used to buying data packs like this as opposed to having a rolling 30 day subscription. The result has been unprecedented growth in customer engagement.

GP: Where do you see streaming and on demand video moving in the next 2-5 years?

MP: In the next five years, mobile TV will be ubiquitous. The trends indicate that data costs in the region will decrease and it is likely that affordable uncapped data options will be more common for video consumption. With this shift, there will be an even greater influx of customers seeking out streaming services to suit their entertainment needs.

To stay ahead of the content game, Kwesé iflix has expanded on the traditional video-on-demand model and introduced new, engaging live, localised programming and features, targeting both mass market users and younger digital-savvy demographic groups.

User data reveals that local audiences have a strong preference for local content. To cater to this demand, we have increased the acquisition and commissioning of local content. We are excited to announce our Kwesé iflix Originals for East and West Africa which will premiere on the app in the coming months.

GP: Under the pay TV rights for the 2018 World Cup, your subscribers in various countries in Sub-Saharan Africa also had the option of streaming the matches, tell us more about this service, how it works, who it was targeted at and what the impact was on football fans in the continent

MP: Kwesé iflix made all 64 FIFA 2018 World Cup matches available live to millions of football fans throughout Africa on our mobile app.

Africa as a whole has the most engaged football fan base in the world, with over three quarters of the population interested in the sport. We wanted to democratise viewing of the sport people love, and give everyone who has access to the internet the ability to live stream games and enjoy post-match wrap ups, all on-the-go and on their terms. We also made all games featuring African teams, the final match and all the highlights of the games available for free.

The user reception amongst each of our markets has been extremely positive, indicting to us that we are on the right track with our live sport content and entertainment roll out. Consumers are embracing the combination of live sport and entertainment, all in one app. This was the first time that all the world cup matches were available on mobile in Africa and we hope to have set the bar for more great firsts to come in our markets.

GP: Was the engagement with streaming services during the World Cup higher or lower than you would have expected?

MP: In terms of scale – this was the single largest live mobile streaming event ever to take place in our markets over 30 days, and it took place on the Kwese iflix platform. We are grateful to the support from our partners and the users across our markets who selected Kwese iflix as their home for the best sport action.

By offering our fans unparalleled access to the games on their mobile device we saw more than 100 million minutes streamed throughout the World Cup. The Kwesé iflix app rapidly became the leading mobile sport and entertainment service in many of our markets.

GP: What are the biggest areas of opportunity for streaming services – live sports matches, news programming, entertainment, or something else?

MP: At Kwesé iflix we see the biggest opportunities in creating a complete mobile TV experience for our users – combining thousands of hours of top quality international and local movies and TV shows with premium live sporting events, news programming, kids entertainment, along with original content that resonates with the audience. We are the first app in Africa to provide mobile customers with standalone access to on-demand content, and a unique live sport and entertainment content offering via our live hub feature. This includes the largest pan-African linear local free-to-air and pay TV channels for mobile devices. We believe that opportunity lies in diversity and options for all.

For more information on Kwese iflix, please contact:

KATHRYN MECHIE

Regional PR & Communications Manager AFRICA

m (+27) 0711382253

e [email protected]

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The World Cup finals in Russia had the highest viewership in Sub-Saharan Africa of all matches, GeoPoll data shows. An average of 36% of all TV viewers in the 6 countries observed by GeoPoll (Nigeria, Uganda, Kenya, Ghana, Tanzania, and Rwanda) witnessed the fast-paced match which saw France beat Croatia to win its 2^nd World Cup title. Channels that had secured FIFA broadcast rights experienced the highest TV ratings recorded during the last one month, with some locking in up to 58% of all TV viewers in their respective countries.

Audience Ratings record highest increase
After witnessing the loss by England and Belgium to make it to the finals, the third-place match didn’t garner as much interest, drawing an average of just 20% of viewers. Despite a decline in viewership as seen in the semi-finals, where the average viewership was at 29% of all TV audiences, down from an average of 33% share during the quarterfinals, viewers of the final match shot up by 7%, with Kenya recording the highest share of TV viewers who watched as France took the trophy at 58%.

TV Ratings Skyrocket

TV ratings for the channels beaming the World Cup in Sub- Saharan Africa recorded the highest ratings during the final clash of football titans as the French team – Les Bleus –  secured their place in history.

As national broadcasters had secured broadcast rights to screen some of the matches, this saw a significant drop in audiences during the quarterfinals. However, they quickly regained their share of viewers of the game during the semifinals and an increase during the final match. The channels that gained significantly during finals were; Rwanda TV with a 31% share of TV viewers; TBC 1 in Tanzania with 25% share;  NTV in Kenya with a 32% share. Kwese Free Sports channel had an audience share of 15% in Ghana, 10% share in Nigeria and 17% share in Uganda respectively.

World Cup audience measurement insights report

The GeoPoll Audience Measurement service has been running in 6 African countries namely Nigeria, Uganda, Kenya, Ghana, Tanzania and Rwanda, collecting TV ratings and viewership numbers throughout the World Cup season. Contact us now to get a copy of our World Cup audience measurement insights report with a breakdown on:

• The number of people who watched World Cup games
• Viewership numbers broken down by age and gender
• Comparison of game watching across countries
• Game viewership by tournament round
• TV ratings during the World Cup season

The post Africans Tune in as France Wins The 2018 World Cup appeared first on GeoPoll.

The TV ratings were conducted in Kenya, Uganda, Tanzania, Rwanda, Ghana and Nigeria where both Pay TV and free- to-air channels were beaming the matches. Could this be as a result of the once traditionally favored teams such as Brazil, Argentina, Germany and Uruguay being eliminated in the earlier rounds?

France Vs Belgium Viewership in Africa

France’s national team, Les Bleus, has been christened as the only remaining ‘African team’ due to the high number of players with African origins. However, this did not reflect in the audience numbers for their game against Belgium.  Even in Rwanda, a French speaking country where the national broadcaster Rwanda TV has been broadcasting matches, the viewership was at 35% of all TV audiences, lower than the England vs Croatia match that drew 37%.

England Vs Croatia Viewership in Africa

‘The Three Lions,’ England’s team, were hoping to crush the Croatians, urged on by the slogan that the trophy was ‘going back home’. The showdown between England and Croatia drew a high viewership in most of the countries polled. Kenya had the highest total audience share with 48% of all TV viewers during the game. NTV had the highest share of the numbers with 25%.

Quarters v/s Semis – Dipping Audience?

In the respective countries polled, the audience numbers dropped from the quarter-finals to the semis. Even in traditional footballing nations such as Nigeria and Ghana, the viewership of the quarter-finals polled higher numbers than the semis.

In the quarter finals, the average audience in 12 out of the 36 states Nigerian states was at 15%, compared to just 12% during the semis. In Ghana, 25% TV viewers watched the semis, a 16% drop from those who watched the quarter-finals.

Channel Share

Kenya’s NTV achieved the highest gain in TV viewers among other channels broadcasting the matches across the polled countries. An estimated 11% of new viewers switched to NTV during the semi-finals from an average of 15% during the quarter-finals.  In Tanzania, TBC’s audience also grew by 3% during the Semis from an average of 14% during the quarters. In Rwanda, the national broadcaster gained an additional 9% of tv viewers during the semis.

TV ratings as France face Croatia

Will the TV ratings recover come Sunday during the finals? On a global scale, more than one billion fans tuned in to watch the final of the 2014 FIFA World Cup Brazil, according to final figures from FIFA and Kantar Media. We will be following the viewership in the African continent and providing you with viewership insights from the final in the days following the match. Contact us now to get deeper insights into World Cup viewership in Africa or to sign up for our audience measurement service, which provides daily TV and radio ratings for multiple countries in Africa and beyond.

The post World Cup 2018 TV Ratings Weaken in Semifinals as Dominant Teams Stumble Out appeared first on GeoPoll.

Viewership of Quarter-Finals by Audience Share

A majority of football fans in the continent tuned in as Sweden conceded 2 goals to England. The 33% average total share drawn from 6 African countries may be attributed to the timing and the ‘English Premier League’ factor. The match aired at night which is more convenient, unlike the day matches which caught many fans at work and/or away from their favorite viewing venues.  England’s whole squad of 23 players come from the Premier League whose popularity in Sub-Saharan Africa is only rivaled only by Asia. An estimated 276 million people in Sub-Saharan Africa watch the Premier League every year.

The 2^nd most watched quarter-final was between Brazil and Belgium. The match also aired at night with an average of 30% of all TV viewers watching as the Brazilians were sent packing. It was sad for many fans to see the one of the most favored World Cup football team go home. In a recent survey by GeoPoll a month to the start of the 2018 World Cup, A majority of the respondents (22%) drawn from 6 African countries predicted Brazil as the winners.

As the French team sent Uruguay home with a 2 nil defeat, an average of 30% of all TV viewing audiences tuned in. There has been a peculiarly keen interest by African fans towards the French team due to what is now been termed as the ‘African’ element. According to the South African, 17 players on France’s 23 man roster at this year’s World Cup have African roots.

The least watched quarter-final was as Croatia beat Russia on home soil to secure their chance in facing England tomorrow, Wednesday 11^th July. An average of 26% of all TV viewing audiences watched this match from across 6 countries.

Viewership of Quarter-Finals by Channel Share

NTV achieved higher audience share compared to other World Cup broadcasting channels in Kenya throughout all the matches. Their highest peak was during the Uruguay vs France where they commanded 19% of all TV viewing audiences.

In Ghana and Nigeria, Supersport had the highest channel share of 29% during the match between Uruguay vs France and a tie in channel share in Nigeria at 11% as England beat Sweden and Belgium beat Brazil to qualify.

In Uganda, Supersport and Uganda Broadcasting Corporation (UBC) had the highest viewership during quarter-finals with strong competition been observed between the 2 stations which attained an average of 9% channel share for each game.

In Tanzania, TBC1 achieves the highest audience share in all the quarterfinal matches with a 20% channel share lead during the match between Uruguay vs France

France vs Belgium Showdown

Today’s first semifinal match between France and Belgium will most likely spike the viewership from the continent as a cross-section of football fans continue to view the France team as the last standing ‘African’ team.

According to CNN, Tuesday 10^th will be the first time Belgium has contested a World Cup semifinal in 32 years. The same article notes that for Thierry Henry, his loyalties are ‘split’ between his country team France where he remains as the all-time leading scorer for the French team and his current role as the assistant coach for the Belgium national team.

Football coming home

According to FIFA, England is known as the home of football as the history of football can be traced back to Britain. Shouts of ‘Football’s coming home’ which started at the quarterfinals have now become deafening. As they face Croatia on Wednesday 11^th July, we will be following all the action to bring you the viewership numbers from across Sub-Saharan Africa

GeoPoll has been and continues to collect media audience measurement data throughout the World Cup in Kenya, Ghana, Tanzania, Nigeria, Uganda, and Rwanda.  Contact us now to get these deeper insights into the World Cup viewership in Africa or to sign up for our audience measurement service.

The post World Cup 2018: Over 30% of TV viewers in Sub-Saharan Africa watch as England secure Semi-Final spot appeared first on GeoPoll.

Well done @msk_kenya and @GeoPoll for this excellent event. #worldcupinafrica insights by African fans survey report launch pic.twitter.com/6nC6VemdFO

— Joel Karubiu (@joelkarubiu) May 17, 2018

The colorful event was graced by such sports personalities as Carol Radul, renown Kenyan sports journalists, media buying agencies, and marketers. It was an opportunity for MSK members and brand owners seeking in on the World Cup season action to get fresh insights into how Africans will be watching this global event in less than a month.

#WorldCupInAfrica. Numbers and insights on trends around the World Cup done by GeoPoll. pic.twitter.com/fKo5hJlj8m

— Warothe Kiru (@warothe) May 17, 2018

The 20-page report is the product of a multi-country survey conducted by GeoPoll in 6 African countries to gain an understanding of the popularity of the World Cup in Africa, predict viewership trends for the tournament, and give insights into what teams Africans are rooting for in 2018. The report includes in-depth data on World Cup enthusiasm from 6 Kenya, Nigeria, Ghana, Senegal, South Africa, and Tanzania.

The evening event was held in Nairobi. The program included a presentation of the main report highlights, a panel discussion by media owners and sports enthusiasts and a World Cup trivia competition.

The report presentation by J.P Murunga, GeoPoll’s Senior Client Services Manager opened up the stage to a moderated discussion amongst the invited panelists. The panelist were: Monicah Ndung’u – General Manager, Kwese Free Sports Kenya; Carol Radull – Sports presenter & enthusiast, Radio Africa Group; Akinyi Okulo, GeoPoll’s Senior Client Services Manager – media. The session was moderated by Michael Kwambo, Media and Communications Manager at the Kenya Rugby Union. The discussion dwelt on what the insights meant for all the stakeholders, lessons learned, and the next cause of action for marketers, media owners and media buying agencies.

Some of the highlights of the panel discussion were: the lack of brand awareness amongst respondents of the survey; the growing interest towards football and the World Cup among female fans; the need for marketers to look at the event as one that happens every for years hence the need to find creative ways of appealing to fans beyond the 90 minutes of each game.

Team flags at the event of countries representing Africa at the world cup #worldcupinafrica @msk_kenya @GeoPoll nice touch pic.twitter.com/YGOEUdSs6S

— Joel Karubiu (@joelkarubiu) May 17, 2018

The World Cup Trivia session that followed the panel discussion was an opportunity for the guests to test their skills and knowledge of the sport as well as marketing around the World Cup season. GeoPoll conducted the 18 trivia exercise via a mobile web interface that contained multimedia based questions such as audio, videos, memes and photos. Analysis of the correct responses and the corresponding winners was completed within 5 minutes. Three Winners of the trivia walked away with some exclusive GeoPoll merchandise.

Download the full report here, or contact GeoPoll if you are interested in gaining access to our daily TV ratings during the World Cup or running a custom survey around World Cup activities, contact us

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