According to several digital researchers, the increase of Pay Tv Subscribers in Africa, mainly Sub Saharan countries are gradually in motion and it is inevitable due to several reasons below, taking into consideration operations like DSTV, GoTv, STARTIMES and Vivendi. Manifestly, the market is set to reach 51 million subscribers by 2026.
Why a rapid increase in Africa? Insufficient content in local African TV stations. This is the main catastrophe that African people face, in terms of our local Tv stations. People desire good quality and variety of content from local Tv stations. The fact that local TV stations cannot reach the audience’s satisfaction, this will make several people subscribe to operations like DSTV, to receive good quality shows and variety.
Globalisation is also one of the reasons why Africans tend to pay for TV services. Globalisation is the word used to describe the growing interdependence of the world’s economies, cultures, and populations, brought about by cross-border trade in goods and services, technology, and flows of investment, people, and information. People want international stuff, for instance, music, movies and news, thus Africans pay for Television Services to companies like MultiChoice.
Last but not least, Culture Hegemony, According to Cole (2020), Cultural hegemony refers to domination or rule maintained through ideological or cultural means. It is usually achieved through social institutions, which allow those in power to strongly influence the values, norms, ideas, expectations, worldview, and behaviour of the rest of society. Africans we are efficaciously affected by “White superiority belief”, thus we tend to watch American movies, listening to American music because we believe that, everything they do is superior, effective & more entertaining. This promotes the African pay-TV market.
To sum up, According to Digital TV Research, nearly 17 million pay-TV subscribers will be added between 2020-26 to take the total to more than 50 million.