The War for Streaming Supremacy in South Africa: eVOD’s Desperate Bid to Stay Relevant
In a shocking revelation, eMedia Holdings, the parent company of e.tv and Openview, has announced that its struggling streaming service, eVOD, has managed to scrape together a mere 1.13 million registered users since its launch in August 2021. But don’t get too excited, as the service’s actual active user count remains a closely guarded secret.
Despite its underwhelming performance, eVOD’s watch time has seen a whopping 19% increase over the 2023 financial year, reaching a paltry 1.3 billion minutes. This, in a market dominated by the likes of Showmax and Netflix.
The service’s lackluster performance is attributed to its inability to compete with the likes of Netflix, which has a vast library of content and a user-friendly interface. eVOD, on the other hand, has resorted to offering a range of local programming, including original eMedia series and movies, in a desperate bid to attract viewers.
But what’s the most popular content on eVOD, you ask? Well, it’s a mix of local series, international series, and eVOD originals. But let’s be real, who needs original content when you have the likes of Netflix’s critically acclaimed shows?
eMedia’s growth plans for the current financial year are nothing short of laughable. They plan to expand the available eVOD applications for smart TVs, offer new content via Openview’s new set-top box (which can connect to the internet), and introduce new advertising "innovations" that include live-stream advertising and display banner ads in programming. Because, clearly, that’s what’s missing from the streaming landscape – more ads.
In a bold move, eMedia has described eVOD as the "Netflix of South Africa", a claim that’s as laughable as it is arrogant. Showmax and Netflix might beg to differ, but hey, who needs facts when you have a PR team?
Stay tuned for more updates on eVOD’s struggle to stay relevant in the ever-competitive streaming market.
