4 Key Trends in Sub Saharan Africa’s TV & Online Video Landscape in 2022 & Beyond

Sub-Saharan Africa is an incredibly fractured and diverse region when it comes to pay-TV and online video. There are vast differences in mobile internet, broadband, and TV penetration. With this comes significant differences in growth outlooks.

Data suggest that Sub-Saharan Africa is set for strong growth this year and beyond; 2022 growth for the continent as a whole sits at a healthy 7.1%.

Long-term growth prospects for countries in the region vary dramatically, with the more developed TV markets such as South Africa seeing a slower subscriber growth forecast, and countries with the highest future growth outlooks are generally low-income areas with low mobile internet penetration or TV penetration such as Ethiopia or Zimbabwe.

Here are four key trends we can expect to see in 2022 and beyond as global OTT video players expand into Sub-Saharan and compete with local providers.

1. Investment in locally produced content will shape much of the market

Both Showmax and StarTimes have found that locally produced shows are the most watched on their platforms. This now established desire for local content, alongside new legislation from South Africa, will shape content investment decisions in 2022.

2. Government actions threaten to derail growth and expansion of pay-TV and OTT services

Expansion in 2022 will be limited by hostile actions in some countries. MultiChoice has been targeted with a monumental 1.8tn Naira ($4.4bn) fine by the Nigerian authorities, with MTN having faced similar measures.

3. Global OTT video players will further expand their reach into sub-Saharan Africa

Britbox has entered the South African market and Disney+ intends to follow in 2022. This signals a warning to legacy players that they need to react against new entrants that have the financial weight and broad appeal of the content libraries these major players bring.

4. Expansion by global OTT players will threaten local providers

In a very short time, Disney+ has managed to achieve significant share across North America and Western Europe. With Disney now planning its expansion into South Africa in 2022, already struggling existing market players will feel the pressure of a highly attractive additional service weighing heavily upon them in 2022.