Over-the-top (OTT) streamer Viu South Africa is seeing a strong and growing appetite for South African content among local viewers, says Elouise Kelly, Country Manager for Viu South Africa.

“This trend reflects a broader global pattern where audiences are increasingly drawn to content that resonates with their own cultural experiences and stories. Local content is always the top-ranking content across the ecosystem, and offering a diverse range of locally-produced shows is vital. Similarly, other countries like India with its Bollywood industry and South Korea with K-dramas have seen local content dominate viewing habits, driving both local and international demand. The success of these industries underscores the value and appeal of culturally-specific content in the global streaming landscape,” Kelly explains.

Diversity adds richness

“We also believe that diversity adds richness and perspective to life. For this reason, we are strongly rooted in our local market and offer viewers access to South Africa’s best-loved shows, such as Uzalo and Skeem Saam, as well as an exciting library of Korean, Scandinavian, Turkish and other international content. We understand that great content doesn’t only come from more known markets, such as the United States or United Kingdom.”

Viu, a pan-regional over-the-top (OTT) video streaming service and a member of PCCW Media under PCCW Limited, a global company headquartered in Hong Kong, is available in 16 markets across Asia, the Middle East, and South Africa. 

In June 2023, PCCW and CANAL+ formed a partnership to accelerate the growth of Viu, making CANAL+ a strategic investor in Viu.

Destination for authentic SA storytelling 

Kelly says Viu South Africa is deeply committed to enriching their platform with an extensive array of local content through a strategic, dual approach.

“First, we are actively acquiring more high-quality local productions, ensuring that our viewers have access to a wide variety of South African narratives. Simultaneously, we are 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. Exciting developments are on the horizon, and viewers can expect to see a significant increase in local offerings in the very near future.”

MIP Africa

She adds that Viu welcomes filmmakers to pitch their films and other types of local content for streaming on the platform.

“We are always on the lookout for fresh, compelling content that resonates with our audience. Our commitment to local content also means we actively seek opportunities to collaborate with talented creators. We frequently attend industry events, such as the upcoming MIP Africa from (2-4 September), to discover new films, telenovelas and series, and to forge partnerships with filmmakers who share our passion for storytelling.”

To increase their already sizable base of active monthly users, the streamer has launched a playful new brand campaign that challenges traditional streaming models while highlighting what sets the platform apart from competitors, including global players like Netflix and Disney+.

The campaign, which will roll out across multiple channels – including out of home (OOH), digital out of home (DOOH), PR, broadcast and digital media – is linked to Viu’s new content acquisition drive. The campaign visuals feature colloquial and vernacular slogans that highlight Viu’s differentiators, such as Your Faves Could Neva Be Open to Group Watching, Your Faves Could Never Let You Login Nomakanjani and Your Faves Could Never Free the Password.

Challenger Brand 

Kelly explains that Viu sees itself as a challenger brand that defies the status quo through its unique model that prioritises community-centric entertainment consumption while offering consumers a flexible, affordable and seamless viewing experience. 

“The traditional streaming model is typically subscription-based, where viewers pay a monthly fee to access a library dominated by content produced in Hollywood and other dominant markets.” 

But as the streaming landscape has proliferated and more streamers have entered the playing field, this model has come under pressure and subscriber revenue bases are shrinking – leading to the recent spate of password crackdowns. 

“From the get-go, Viu has differentiated itself through its hybrid subscription video on demand (SVOD) and advertising video on demand (AVOD) model, the latter of which sees viewers enjoying content for free, subject to a few ad interruptions.

Flexible and affordable 

Kelly says that most South Africans – barring the upper-earning echelons – are under financial pressure and cannot afford steep fees. “In addition, they’re not always in a position to commit to binding contracts and fixed debit orders. 

“We cater to this by offering flexible and affordable Viu Premium subscription options, where our users can subscribe daily, weekly or monthly. We offer simple login options via Facebook, Google, Apple or email and also enable subscriptions through our telco partners. 

“We also understand that South Africans are community-centric; we like to consume our entertainment as a group and share streaming services, and so Viu doesn’t have password-sharing restrictions. Our users can enjoy exceptional value with quality entertainment, five simultaneous streams, free downloads – all with a simple interface and user-friendly features.” 

Kelly says that in the coming months, Viu will continue to add more premium content to its library, including top K-dramas and classic blockbusters, and viewers can look forward to ongoing upgrades to Viu’s user experience and fewer restrictions. 

“We allow everyone the opportunity to enjoy quality video entertainment – their way,” she concludes.