Streaming Pricing Strategies and Partnerships in Africa

Unlocking Opportunities in the African Streaming Market

Streaming pricing strategies are key to succeeding in Africa’s dynamic entertainment market. Implementing flexible pricing strategies, adaptable subscription models and forming strategic partnerships can significantly influence success. How can platforms tailor their plans to local needs? What roles do telecommunications, financial services and e-commerce sectors play in this expansion? Fabric Data delves into the essential factors with all the information from one of its products, BB Media, to establish a solid presence in the region. 

Adaptable Pricing Models Tailored to the African Market

The African streaming landscape needs streaming pricing strategies that reflect local economic realities. A significant 97% of services on the continent provide subscription-based plans, while only 4% incorporate ad-supported subscriptions. This contrasts with the global trend where platforms like Netflix, Disney+ and Prime Video have introduced ad-supported plans to broaden their user base. For instance, Netflix’s ad-supported plan is approximately 37% cheaper than its ad-free counterpart. Such alternatives could be particularly effective in South Africa, where economic challenges are a primary reason for subscription cancellations. Many users perceive platforms as too costly or opt to cut expenses due to financial constraints. Offering lower-priced access without compromising content quality could help maintain or even expand the customer base. In South Africa, 75% of users consume content via smartphones, boosting the popularity of mobile plans across the region. These plans offer lower prices and are designed for devices with limited connectivity. Platforms like Netflix, Showmax and Shahid have introduced mobile plans in various African countries, including Guinea, Liberia and Gambia. Similarly, Disney+ has launched this option in South Africa, aligning with user consumption habits and economic capacities. 

Promotional Strategies to Reduce Churn and Attract New Users

 In price-sensitive markets, promotions are crucial for user retention and acquisition. Disney+ experienced a 5% churn rate towards the end of 2024 in South Africa, with 34% of cancellations attributed to high costs and 38% related to the users’ financial situation. In response, the platform introduced a special offer, that allowed users to subscribe for ZAR 49 (USD 2.64) for four months (valid from March 13th to 31st), aiming to attract new users with a limited-time, affordable deal. This strategy could also help recover users who previously unsubscribed due to high costs, especially considering the average subscription price is around USD 7.  

Nonetheless, promotional efforts across the region remain underutilized: only 38% of platforms in Africa offer incentives like free trials or temporary discounts. While these strategies can encourage users to try a service, they don’t necessarily guarantee long-term loyalty. Apple TV+ is a clear example. Despite offering up to three months free with Apple devices, a seven-day trial, or bundling the service with the Apple Music for Students plan, it still reports one of the highest churn rates in the market (8%). To address this, Apple TV+ launched a new global promotion in April 2025, targeting African countries where the service is available—such as South Africa. There, users can now subscribe for just ZAR 29.99 for three months (USD 1.60). The goal is to attract new users in price-sensitive markets and reduce churn through accessible pricing. Still, the platform’s experience shows that beyond pricing, other elements like content variety, ease of use, and an intuitive interface play a crucial role in user retention. 

Strategic Partnerships: A Missed Opportunity in Africa 

While many platforms in Africa offer mobile plans, only 7% have partnerships with telecommunications companies—a surprising figure given the global growth of such alliances. In UCAN, 39% of platforms have these agreements and in LATAM, the figure reaches 32%, revealing significant potential. Integrating streaming subscriptions with mobile data plans can facilitate access and enhance perceived user value. In Africa, companies like Orange, Vodafone and Ooredoo are exploring this avenue. For instance, MTN in South Africa offers Disney+ with 500 MB included, showcasing the model’s potential. Another promising strategy is bundling platforms at affordable prices. In regions like UCAN and LATAM, mergers and joint packages are already observed: the Disney+ and Max bundle in the U.S.A., or Prime Video offering access to Apple TV+, Max and other platforms from a single interface. Replicating these mergers among streaming services could be a significant opportunity for the African market. Regional platforms partnering with major international players can offer combined subscriptions at more accessible prices and diversify their catalogs by uniting relevant local content with global productions. This approach enhances perceived user value and reaches audiences currently out of the market due to economic reasons.  

Addressing Payment Challenges with Mobile Money Solutions 

The lack of localization in pricing structures—evident in the use of standardized USD tariffs across several countries—not only impacts perceived affordability but also limits access by relying on international payment methods that are not widely available in the region. While some streaming services have adjusted their prices in key countries like South Africa, Kenya and Nigeria, a uniform rate is maintained throughout the rest of Sub-Saharan Africa. Platforms like Netflix, Prime Video and Crunchyroll have embraced localized pricing, tailoring their offers to better suit the economic realities of various African markets. In this context, adapting both pricing and payment methods to local conditions becomes essential. Far beyond a commercial tactic, localization is a key driver of digital equity in the region. To build a lasting presence in Africa, streaming platforms must adopt a user-focused strategy and partner with key local players. Some have already made progress: Disney+, Netflix and Showmax offer mobile-only plans in South Africa and other countries; Prime Video provides free trials in various markets; and Apple TV+ recently launched a promotional offer. Partnerships are also key to improving accessibility. Netflix’s collaboration with telecom operator Vodacom in South Africa allows users to pay via mobile billing—an example of how local alliances can remove entry barriers.  

The future of streaming in Africa will depend on three factors: affordable pricing, local distribution through trusted partners, and inclusive payment options like mobile money, which is widely used across the region. Success lies not in simply entering the market, but in adapting to it. Want to learn more about the local platforms? Dive into BB Media’s Streaming Services Directory, select “Africa” on the region filter and get free data of the local players!

Powered by BB Media, a Fabric Data company