Why OTT is becoming essential for African broadcasters

An irreversible behavioral shift

African audiences are consuming more and more video content on mobile. This isn't a passing trend: it's a structural market shift.

Broadcasters that don't offer OTT are gradually losing access to part of their audience, particularly young urban viewers and the diaspora.

What OTT actually delivers

OTT enables:

• Extended reach beyond traditional broadcast boundaries (satellite, DTT)
• Diaspora access who don't receive local channels
• Direct monetization via subscription or programmatic advertising
• Precise audience measurement, unlike traditional broadcast

Common mistakes to avoid

Many broadcasters launch OTT without preparing:

1. Streaming infrastructure: serving thousands of simultaneous streams requires robust architecture
2. Rights management: not all content can be streamed online
3. Monetization: launching a free platform without an economic model isn't viable long-term

The pragmatic approach

We recommend starting with:

• A simple OTT service with the channel's linear stream
• A mobile app (Android priority for Africa)
• A clear monetization strategy from the start

OTT doesn't replace traditional broadcast. It complements it and opens new commercial opportunities.

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aCAN Group supports African broadcasters in their transition to OTT, with solutions adapted to local constraints.