The Implications of the Future of Content Monetisation for Film and TV
Bola Atta
August 30, 2022
Africa’s Global Bank
Bola Atta
Group Head, Corporate Communications, UBA Group�MD/CEO, UBA Foundation
Bola Atta is the Executive Producer and pioneer of the REDTV platform which was birthed in 2015. Whilst working at M-Net, she designed the Africa Magic Channel launched in 2002 and has since become the most watched cable channel in Africa.
As the publisher/Editorial Director of TrueLove West Africa magazine, she was one of the most sought after editors in Africa. She produced Africa’s Next Top model, the CBS franchise of America’s Next Top model. She has award-winning films like The Men’s Club and Oloture to her credit.
With over 30 years work experience in diverse sectors and over 23 countries, Bola currently works as the Group Director of Communications the United Bank for Africa(UBA). She is also the CEO of the UBA Foundation which is committed to giving back to societies across the continent of Africa.
Technology enablement�How fast things have changed
Enhanced internet connection speeds and leaps in mobile evolution has laid the groundwork for streaming of high-quality video content, irrespective of device.
TV and Video in 2030
Video and Entertainment in Africa
If there has been any one constant over the last 20 years, it is that technology innovation will continue to accelerate the media evolution.
Changing Consumer Preference�What it means to traditional publishers
Collectively, family and individuals have undergone a radical behavioural shift favouring personalized, on-demand access over the shared family TV experience.
What does this mean for traditional video publishers?
TV vs Mobile Devices�Is TV still a dominant video platform?
Time Spent With Mobile Overtakes Television, But reinvented TV Remains a Dominant Video Platform.
Although, digital has become the preferred channel for video advertising. Traditional TV advertising is still king – currently accounting for more in comparison.
Although this is the case, figures indicate it will not take long before digital video revenues surpss those of traditional TV advertising
Content Consumption �The rise of Subscription Video on Demand (SVoD)
Previously, broadcasting in the form of over-the-air programming was the most common form of media distribution. As Internet and other technologies continued to develop in the 1990s, consumers began to gravitate towards non-traditional modes of content consumption, which culminated in the arrival of VOD on televisions, personal computers and mobile devices
TV vs Mobile Devices�Is TV still a dominant video platform?
Africa has seen the launch of a significant number of SVoD services over the last couple of years.
Africa will have a projected 13.64m paying SVoD subscriptions by 2027 up from 4.9m at Q4, 2021
TV vs Mobile Devices�Ad based or Subscription based?
Consumers have an ever-broadening range of viewing options for video content. This has pushed video consumption patterns to become increasingly fragmented and individualized.
Original air-date viewership is no longer an accurate measurement of consumer engagement, considering the shift to on-demand streaming and away from the traditional TV broadcast.
Expect the consumer-centric trend to continue to impact video marketing by driving the growth of user-friendly advertising, reducing ad loads, and leading to adoption of more subscription only services.
SVoD Market�Revenue in numbers (Africa)
African OTT movie and TV episode revenues is expected to reach a figure close to $3 billion by 2027 - triple from $623 million in 2021.
South Africa and Nigeria are expected to account for 56% of the total by 2027, leaving $896 million divided between the other 33 countries. SVOD revenues will reach $1.66 billion by 2027; up from $476 million in 2021.
Major contributors are expected to include GoTv, DSTV, Netflix, Showmax, Vodafone, Globacom, Amazon, Airtel, etc
SVoD Revenue�Region: Africa�Last Update: July 2022
Source: Statista
Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war.
Nollywood, Bollywood and Hollywood�Bigger than Hollywood? The audacious ascent.
Nollywood is another industry that seems to be passing Hollywood in terms of the amount of movies and Bollywood in terms of revenues generated in a year (in West Africa).
This does not mean Nollywood ranks above Hollywood or Bollywood in terms of production quality or return on investment. A lot still needs to be done to make film making profitable for filmmakers
Revenue Distribution �Region: West Africa �Last Update: July 2022
"NOLLYWOOD GENERATES $600M YEARLY AND EMPLOYS MORE THAN ONE MILLION PEOPLE” – Shows a lot of promise
Movie production size�Region: Global
Nollywood: 2nd largest in the world
Source: Statistisa, Canon, ONE Campaign, NBS
Disrupting�Who would have thought
A Bank will own a radio channel
A bank will release a successful independent full-length movie
Web and online management strategy
Changing times�Brands and SVoD in Africa
African examples of SVoDs would be incomplete without a mention of our very own home grown REDTV and REDRADIO.
REDTV is a fast-paced lifestyle channel that puts Africa on the global stage. ��Proudly associated with UBA, REDTV is providing quality content to a growing number of subscribers.
REDTV collaborates with the most talented visionaries, creative minds daring to believe in a new Africa.
REDTV�Impact in Africa