Naspers-owned video on demand service ShowMax has partnered with online video curator QYOU to launch Showmax-branded short-form online video series in a move to reach more millennial on the in East Africa.
ShowMax will launch Q Hits next week March 1 with a collection of 13 half-hour episodes of popular online videos from East Africa.
According to ShowMax Africa head, Chris Savides, “The growth potential of the African market is huge, and there’s strong demand for online video, particularly among younger generations. What sets us apart from other Internet TV services is that our online content selection is tailored to the African market.”
Savides adds that QYOU understand the needs of millennials in Africa and will create a set of shows relevant to them. The new shows will compliment ShowMax’s current offering and help it engage with the young audience more.
QYOU CEO Scott Ehrlich said the firm will launch Q-Hits for Showmax, a set of home-grown online video content for East African audiences. The show will be hosted by former Miss World Kenya, Ms Rachel Marete.
“ShowMax is a great example of a provider that is embracing changing viewing habits and introducing new ways to engage with millennial audiences, who have grown up consuming online content on video platforms and social media,” said Ehrlich.