92 percent of Nigerians use online video service

About 92 per cent of Nigerian adults with Internet access are using some form of free online video service, while 55 per cent are now paying to watch digital online content as subscription video providers seek more consumers’ attention.

This slightly falls behind Kenya which has 97% of adults with Internet access using some form of online video service, with nearly two-thirds paying to view digital online content. The report was contained in the GfK’s annual ViewScape study in Africa, a report that showed how the rise of digital platforms was transforming consumers’ viewing habits.

The GfK’s international ViewScape survey this year covered Africa (South Africa, Kenya and Nigeria) for the first time, it stated.

The Managing Director, sub-Sahara Africa, GfK, Benjamin Ballensiefen, stated that the study which surveyed 1,250 people, representing Nigerian adults with Internet access, showed that 99 per cent of the country’s online adults had continued to watch linear broadcast television.

Around 12 per cent watched pirated content from the Internet and 86 per cent watched digital video on YouTube, he added.

He said, “Nigerians spend around six hours a day consuming video content, with 41per cent of that time spent watching free online video and 33 per cent watching broadcast TV.

“The DVD/Blu-Ray still accounts for a larger chunk (13 per cent) of the time Nigerians spend viewing video than subscription video on demand services like iRoko TV, iFlix and Netflix (11 per cent). The SVOD (subscription video on demand) users across all demographics are the heaviest watchers, spending an average of more than seven and a half hours a day consuming video.”

Ballensiefen also said, “The media industry is experiencing a revolution as digital platforms transform viewers’ video consumption behaviour. The GfK ViewScape study is one of the first to not only examine broadcast television consumption in Kenya, Nigeria and South Africa, but also to quantify how linear and online forms of content distribution fit together in the dynamic world of video consumption.”

The Consultant, GfK East & West Africa, Josiah Kimanzi, said the improvement in local and international content as well as affordable mobile data bundles was driving the continued adoption of free and paid non-linear video services in Nigeria.

He also noted that consumer satisfaction with pay TV brands was low compared to Netflix and iRoko, said to be succeeding in their efforts to drive repeat subscriptions in Nigeria.

“It’s important to note, however, that the likelihood to renew subscriptions with pay TV brands remains high, since people have few complete alternatives. Linear broadcasters face a growing danger of disruption as data costs continue to fall, and more Nigerians turn to digital video for news and entertainment,” Kimanzi said.

According to the statement, GfK’s annual ViewScape study is run in 19 countries, which are Australia, Brazil, Belgium, France, Germany, India, Italy, Japan, Kenya, Netherlands and Nigeria.

Others are Mexico, Poland, Singapore, South African, Spain, Sweden, the UK and the US.


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