As of October 2017, the total number of pay-TV subscribers in Africa has reached approximately 23.7 million. This is according to a report by market analyst firm Dataxis, which noted this, represented quarter-on-quarter growth of two percent, and year-on-year growth of 18 percent, compared to the second quarter of 2016.
The South African firm is controlling the larger percentage of PayTv subscriptions in Africa with over 11 million subscribers, of which 40 percent comes from Nigeria.
The intense competition in Nigeria’s PayTv market is gradually forcing operators to review their strategies towards increasing their market spread.
The newest PayTv provider in Nigeria, Kwesé TV has entered a distribution agreement with MTN Nigeria towards increasing its market spread, getting closer to consumers and having more of the market share.
According to the partnership, Kwesé TV will be using MTN stores across Nigeria to coordinate sales of its decoders.
Kwesé Tv is a subsidiary of the Econet Media Group, which is owned by Strive Masiyiwa. Also, MTN Nigeria is the largest and most widely spread telecommunication provider in Nigeria. As a result, this partnership is anchored increasing market presence and share of Kwesé TV in Nigeria.
General Manager of Kwesé TV, Ms Elizabeth Amkpa stated that this partnership will help Kwesé Tv get to more consumers in the market.
“Following the recent launch of our pay TV service in Nigeria, this partnership extends our distribution network and makes our products accessible to even more Nigerian consumers,” Amkpa said.“We are currently operating in selected flagship stores in Lagos, and we will soon be available in other major cities across the country in 2018 in partnership with MTN.”
How the partnership would help Kwesé TV’s market penetration
Aside from the use of MTN stores as major sale points for Kwesé TV’s decoder, MTN subscribers would also be enrolled on the Mobile Video platform of the Kwesé Network. They would be offered an exclusive video data bundle service in the New Year.
As a result, increasing its premium mobile video products consumer base in the country.
The similar content distribution agreement was signed between the company and Nigerian Television Authority (NTA) in 2017, and this made Kwesé Tv have an exclusive access to content and programs of NTA. It is as a result that Kwesé TV and its Kwesé Free Sport were the only pay-TV broadcaster of the Nigeria-Argentina friendly match in November 2017.
With move such as this, the market leadership position of DSTV and GOTV (Multichoice Nigeria) is being threatened. This shows, MultiChoice Nigeria is not panicked of TStv alone, but are totally scared of Kwesé TV as well.