Econet Media’s Kwesé has acquired a significant stake in iflix Africa, which will now form part of Kwesé’s diverse broadcast offering, as the core vehicle to deliver seamless mobile experiences to millions of viewers in Africa.
With operations in Nigeria, Kenya, Ghana and South Africa, iflix offers users an extensive collection of local African and international series and movies, including first-to-market exclusive programming. However, uptake has been low due to iflix’s poor marketing strategies compared to its competitors Showmax and Netflix.
This deal will therefore help iflix utilize Kwese’s local knowledge, content and expertise in Africa.
According to Econet Group Founder and Executive Chairman, Strive Masiyiwa: “We are thrilled to deepen our operating partnership with iflix to lead the transformation of media in Africa. Our companies share a mutual passion for innovation, along with a deep understanding of the culture and evolution of digital businesses. Mobility in content consumption has grown exponentially in Africa and by partnering with iflix Africa we are ensuring that we are not only taking part in the evolution, but are leading the movement.”
The deal cements Kwesé’s commitment to deliver premium content through unrivalled TV programming, leading sports, up-to-the-minute news and the latest in entertainment. This coupled with iflix’s vast collection of international and African SVOD content, will offer users an unparalleled viewing experience, tailored to meet the needs of Africa’s diverse markets.
Kwesé is currently available in 13 countries with its ground-breaking pay-as-you-watch Pay-TV service, and has built the largest pan-African free-to-air broadcast network showcasing Kwesé Free Sport in over 25 countries. The operating partnership will see iflix drive Kwesé’s go-to-market mobile delivery in each of its territories.
“The strengthening of our relationship with Econet Group is a huge milestone for iflix. Following the initial phase of building our business in Africa, we have seen tremendous growth across our operating markets, far exceeding our expectations. Econet’s deep experience and success in media and telecoms, will be a huge advantage and enable us to continue to grow rapidly,” concluded iflix Group Co-founder and Chief Executive Officer, Mark Britt.