Tomilola AdeyemoAccording to a study conducted by CampsBay Media and TWOREPORT, 28% of Nigerian football fans will track and consume information relating to the 2018 World Cup through the use of mobile applications on their smart devices.
Nigeria’s population currently stands at over 180 million people with over 87% of its citizens owning a mobile phone.
With various cable networks having right to show the world cup, there is a drive to push the content via their different apps.
In a recently released survey, Nigerians have expressed their preference of DStv’s mobile viewing app, DStv Now; placing Kwese and StarTimes behind the MultiChoice owned mobile platform.
Respondents to the survey, who were asked to choose any of the three, ranked DStv Now at 59% overall, using pricing, size of app, user interface, content, video and other unique features.
The app was introduced in 2014 and allowed viewers to watch live programming, enjoy DStv Catch Up and view the TV Guide from the mobile devices, on the go.
DStv Now outperformed both Kwese and StarTimes in terms of user interface, layout and design; ranking 60.9%. Kwese TV followed at an incomparable second at 8.7% while StarTimes brought up the rear at 4.3%.
It is the same for video quality where DStv Now came tops at an incredible 60.9%, owing to its high definition video content. And although both DStv Now and Kwese TV are the top apps where the World Cup 2018 is viewed, DStv leads with 87.5% it offers the most matches and related content. Its innovative pidgin English commentary channel has also proven to be widely popular with the audience.
However, as Kwese and StarTimes’ trump card is low pricing; they narrowly inched forward in terms of price- neck and neck at 29.2% while DStv Now got 20.8%. Still, viewers apparently do not consider that a disadvantage as respondents revealed that they knew 1 out of 5 family members who have downloaded the DStv Now app.
Overall favourite went to DStv Now at 60.9%, with viewers choosing it over others because if its wide video viewing options, seamless access (as it links to your already existing subscription via the smartcard), access to a wide range of sports channels, parental control features among others.
Since MultiChoice commenced satellite pay TV operations in Nigeria, the company has contended with multiple competitors in the market. Using innovative technology and providing quality programming, DStv has stood the test of time over the years. It has reinvented itself with unlimited access to world class channels cutting across news, music, sports, local entertainment and much more.
Chinese owned StarTimes entered the Nigerian pay TV market in 2010 with low cost decoders that did not require a dish as well as low cost bouquets. By partnering with Nigeria’s public broadcast service, it was able to penetrate the mass audience. Monthly subscription rates are between 900 and 3800 naira.
Kwese TV is a subsidiary of Econet Wireless; a telecommunications conglomerate with presence in sub-Saharan Africa. Leveraging heavily on sports and retail three, seven and thirty- day subscription; Kwese commenced Nigerian operations in October 2017 with 60 channels and a number of free-to-air stations.
The introduction of mobile viewing apps by Kwese and StarTimes in the past months, was the latest attempt to challenge DStv’s acceptance among Nigerians. But with an overall ranking of 60.9%, it is clear why the MultiChoice brand is the clear market leader.
SURVEY DATA
KNOWLEDGE OF CABLE TV APPS
SUBSCRIPTION PRICING
DOWNLOAD FREQUENCY
USER INTERFACE
WORLD CUP VIEWING
VIDEO QUALITY
FAN FAVOURITE
