Tanzania becomes prime target for Iflix, top Netflix competitor as scramble for African market intensifies
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Parent Category: Issue
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in Issue 3/17
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By EADM Correspondent and Agencies
In Summary: Netflix erstwhile competitor, Iflix, a subscription video on demand (SVoD) service for emerging markets, has targeted Tanzania as one of its investment destinations in East Africa in a frantic scramble for the burgeoning movie market in Africa. Other countries the movie conglomerate is eyeing to stamp its footprints in sub Saharan Africa include Kenya, Nigeria, Ghana and Zimbabwe. With its headquarters in Cape Town, South Africa, iflix plans to launch its SVoD commercial services across the African continent during these last months of 2017. The expansion of Iflix in Africa will increase the company’s global footprint to 23 territories worldwide.
Dar es Salaam, Tanzania—Netflix erstwhile competitor, Iflix, a subscription video on demand (SVoD) service for emerging markets, has targeted Tanzania as one of its investment destinations in East Africa in a frantic scramble for the burgeoning movie market in Africa. Other countries the movie conglomerate is eyeing to stamp its footprints in sub Saharan Africa include Kenya, Nigeria, Ghana and Zimbabwe. With its headquarters in Cape Town, South Africa, iflix plans to launch its SVoD commercial services across the African continent during these last months of 2017. The expansion of Iflix in Africa will increase the company’s global footprint to 23 territories worldwide.
The company announced the establishment of iflix Africa to bring its service to sub-Saharan Africa (SSA) in addition to opening up new regional markets to increase its global presence in the next few months. In a press statement issued early this month, Iflix Africa will trade commercially as ‘iflix’. In addition to having the best of Hollywood, Bollywood, Nollywood and other regional and local programming, the service will also offer an extensive collection of highly acclaimed African shows and movies with iflix Africa planning to introduce exclusive African content series.
Having first launched its service in May 2015, iflix quickly established its dominance in the Asian region, rolling out its world class service to 18 markets across Asia and MENA in less than two years, acquiring over 5 million members over the period. Iflix Africa will capitalize on SSA’s large youth population, rapidly growing internet and smartphone penetration, and huge appetite for digital content and entertainment.
“The establishment of iflix Africa represents an incredibly exciting step in iflix’s growth story,” iflix Co-founder and CEO Mark Britt said in a press release. “As Africa transitions from the margins to the mainstream of the global economy, there is a unique, ‘once in a generation’ opportunity to fundamentally shift the way a billion people consumes and enjoys content,” Mark Britt said. “By 2020, Africa will have 720 million smartphone users. We aim to meet the entertainment needs of those growingly connected viewers,” he said.
In March 2017, iflix announced the completion of a US$90+ million round of funding to support its international expansion. The round added new investors Liberty Global Group and Zain Group to the company’s formidable shareholder registry which also includes global heavyweights Sky plc, Catcha Group and Evolution Media.
Andre de Wet, iflix Head of Africa said in a statement: “As the fastest-growing mobile market on earth, Africa is without question one of the world’s most dynamic regions. We are thrilled to introduce our first-of-its-kind SVoD service here. We are passionately focused on providing the broadest selection of premium content at a price everyone can afford.” He added that “we can’t wait to tackle both the enormous opportunities and challenges ahead, in serving this incredibly diverse and exciting region.”
According to Iflix, each subscription will allow users to access the service on up to five devices, including phones, laptops, tablets, and television sets, for viewing wherever, and whenever.