As Africa’s video-on-demand industry continues to grow, indigenous streaming platforms like Wi-flix are emerging as strong contenders, taking on global giants like Netflix and Disney+ with tailored strategies focused on affordability and localized content.With Africa’s internet connectivity expanding and a young, entertainment-hungry population driving demand, projections indicate that video-on-demand subscriptions on the continent could reach 15 million by 2026—up from 5 million in 2021. Likewise, revenue in the industry is expected to grow threefold, reaching $2 billion by 2027.While global platforms scramble to dominate emerging markets like Africa, Wi-flix, co-founded in 2020 by Louis Manu and Bright Yeboah, is taking an unconventional approach: targeting underserved low-income households. Unlike premium players that focus on middle-to-high-income audiences, Wi-flix offers affordable subscriptions, starting at just $2.99—a stark contrast to the $9.99 baseline for Netflix.“We realized that 85% of Africa’s population, largely low-income earners, were being overlooked. The big players can target wealthier customers, but we’re here to serve the majority who want premium content at a fraction of the price,” Manu explains.
Tackling Barriers to Content Consumption
Despite increasing internet penetration across the continent, high data costs remain a significant obstacle for most potential viewers. To bridge this gap, Wi-flix has partnered with telecom operators to bundle affordable data packages with its streaming service.“In many African markets, decent internet for a month can cost anywhere between $50 to $70. Add subscription fees for streaming platforms, and it becomes inaccessible to most households,” Manu notes. “By partnering with network providers like Safaricom, Vodafone, and MTN, we’ve created bundled offerings that make streaming far more affordable.”This strategy has paid off. Within just over a year of launching, Wi-flix reached over 1 million paid subscriptions, surpassing platforms like Showmax, which had a head start but reported fewer subscriptions within the same timeframe.
Empowering Local Content Creators
Wi-flix’s strategy goes beyond affordability; the platform is positioning itself as a champion for African content creators. Manu highlights the untapped potential of Africa’s rich storytelling tradition, where countries like Nigeria, Ghana, Kenya, and South Africa boast vibrant creative industries but often lack the means to monetize high-quality content.“African filmmakers typically resort to YouTube or informal markets to distribute their work, often earning very little in return,” Manu explains. “Wi-flix changes that with a revenue-sharing model that pays creators for every stream, offering both a sustainable income and wider audience exposure.”While many filmmakers are accustomed to lump-sum payments for their content, Manu argues that the revenue-sharing model provides greater long-term value. “We’re educating creators on how their earnings can grow alongside their content’s popularity. It’s a win-win for everyone involved,” he adds.To further bolster production quality, Wi-flix has set up a post-production studio in Ghana. The studio helps refine locally produced content to meet international standards, while also serving as a hub for Wi-flix Originals—commissioned content designed to compete with global titles.“Our aim is to release at least 100 titles a year, ranging from films to series, that showcase the breadth of African storytelling,” Manu says.
The Battle for Africa’s Streaming Audience
Wi-flix’s rapid growth highlights the rising competition in Africa’s streaming market. Global platforms like Netflix and Showmax have increasingly prioritized local content as a driver for growth. Netflix, for instance, recently reported significant economic contributions to markets like South Africa, Kenya, and Nigeria through job creation, GDP contributions, and original productions.Showmax, too, has doubled down on local productions, with African content dominating its most-streamed titles across major markets like Kenya, South Africa, and Nigeria.For Wi-flix, competition from well-funded global players only validates the opportunity in Africa’s streaming market. “We don’t see ourselves as a small platform anymore,” Manu asserts. “Our success so far has been built on addressing real challenges in content distribution, affordability, and monetization. The increased competition reaffirms that this industry is ripe for innovation, and we’re ready to play our part.
A Promising Future for African Content
As Africa emerges as a critical battleground in the global streaming wars, platforms like Wi-flix are proving that indigenous solutions can thrive alongside international heavyweights. By combining affordable pricing, strategic partnerships, and a deep focus on local content creation, Wi-flix is building a model tailored to the unique needs of African audiences.“While others spend millions on marketing, our success stems from listening to the market and solving its challenges. We’re just getting started, and there’s so much more to come,” Manu concludes.With Africa’s creative talent increasingly stepping into the global spotlight, platforms like Wi-flix are ensuring that the stories, cultures, and voices of the continent not only reach local audiences but resonate with viewers worldwide.
