Viu Takes Aim at Netflix and Showmax in South Africa: A Revolution in the Streaming Wars
The video streaming wars have reached a boiling point in South Africa, with Hong Kong-based OTT services provider Viu setting its sights on taking down industry giants Netflix and Showmax. In a bold move, Viu has launched a brand campaign that promises to disrupt the traditional streaming model and shake up the status quo.
At the helm of Viu’s South African operations is Elouise Kelly, country manager, who has big plans to challenge the dominance of Netflix and Showmax. "We’re not just another streaming service," Kelly declares. "We’re a revolution in the making."
So, what sets Viu apart from its competitors? According to Kelly, it’s the company’s hybrid model, which combines subscriber video-on-demand (SVOD) with advertising video-on-demand (AVOD). "We’re not just a premium streaming service," she explains. "We’re a platform that offers something for everyone, regardless of their budget or preferences."
But Viu’s ambitions don’t stop there. The company is committed to enriching its platform with an extensive array of local and international content. "We’re actively acquiring more high-quality local productions, ensuring our viewers have access to a wide variety of South African narratives," Kelly says. "Simultaneously, we’re investing in the creation of original content by collaborating with the country’s talented filmmakers, writers, and producers."
This approach not only guarantees a continuous flow of culturally-resonant content but also plays a vital role in nurturing and expanding the local entertainment industry. "Our aim is to establish our platform as a destination for authentic South African storytelling," Kelly emphasizes. "Exciting developments are on the horizon, and viewers can expect to see a significant increase in local offerings in the very near future."
But Viu’s commitment to local content isn’t the only thing that sets it apart from its competitors. The company is also focused on offering flexible and affordable subscription options, with users able to subscribe daily, weekly, or monthly. "We cater to the South African market’s unique needs," Kelly explains. "We understand that many people are under financial pressure and can’t afford steep fees. Our subscription options are designed to be flexible and affordable, so everyone can enjoy our content."
And in a bold move, Viu has also abandoned password-sharing restrictions, allowing users to access five simultaneous streams and free downloads. "We’re a community-centric platform," Kelly says. "We understand that South Africans like to consume their entertainment as a group and share streaming services. We don’t believe in restricting our users’ freedom to enjoy our content with their friends and family."
As Viu continues to add more premium content to its library, including top K-dramas and classic blockbusters, it’s clear that the company is here to stay. With its commitment to local content, flexible subscription options, and community-centric approach, Viu is poised to revolutionize the streaming wars in South Africa. Will Netflix and Showmax be able to keep up? Only time will tell.
