Over-the-Top (OTT) Video in Africa and the Middle East - OTT Video Content and Pricing Strategies
OTT video market in the AME region has strong
regional players in the market such as icflix, Shahid.net, beIN, STARZ Play,
OSN, and iROKOtv, which now face relatively new international players with
Netflix and Amazon having recently entered the market. Several key market
trends have emerged in the AME region. OTT video players are increasingly
tailoring their content according to regional demand, cultural tastes, and
offering their content in several languages to cater to local viewers. The
players are offering content in several genres, including Arabic, Hollywood,
Bollywood, and Nollywood content.
Subscription video on demand (SVoD) and
advertising-funded video on demand (AVoD) are the most prominent business
models in the region and several OTT video providers have opted for hybrid
models which include any combination of transactional video on demand (TVoD), AVoD,
and SVoD. Additionally, there are a limited number of pure TVoD offerings in
AME in more affluent countries in the region.
Key differentiating attributes of OTT video
providers commonly relate to exclusive rights to content, utilizing technology
to enhance viewing experience, providing content in a wide range of languages,
specialization of content to cater for a specific audience type, and
partnerships with device vendor distributers.
The most common form of content creation by
OTT video providers is labelled content (non-user generated video content)
which is offered on demand. User generated content and content which has live
production, is less frequently offered.
OTT video providers have often opted to
partner with telecom operators to avoid billing problems related to low bank
account and credit card penetration. This could help boost OTT subscriber
numbers and increases an OTT provider’s presence in a country.