OPINION: Content streaming apps redefining consumers' TV experience

The era of people rushing home in the evening to catch their favorite TV shows is gradually fading away, thanks to technological innovations that empower consumers to stream content on their mobile phones.

Now, all you need is a smart phone and perhaps a pair of earphones, and the concern of missing your favorite shows becomes a thing of the past.

Mobile apps empower you to catch up with news, movies, or sports events on your terms—whether it's live, recorded, or on-demand. With the ability to pause, rewind, or record live TV, you are now in control of your TV experience, adding a new dimension to your viewing flexibility.

The increase in content streaming is closely linked to the rapid expansion of internet connectivity in Kenya and across Africa. This trend is further fueled by a burgeoning youthful population and the growing middle class.

Kenya, in particular, distinguishes itself as a leading African nation with an impressive smart phone penetration rate and consistently stable internet access.

In the 2022 Digital Quality of Life (DQL) Index, a study assessing digital wellbeing across 117 countries, Kenya secured the fifth position in Africa.

The ranking placed Kenya behind South Africa, Mauritius, Morocco, and Tunisia in terms of internet quality. Globally, the report positioned Kenya at the 78th position.

According to the latest findings from the Communications Authority of Kenya (CA) as of June 2023, the smart phone penetration rate in the country has reached a notable 58.3 percent.

Moreover, the data reveals that Kenyans collectively owned an impressive 30.8 million smart phones during the same period.

The country has witnessed a substantial 20.4 percent growth in international internet bandwidth, reaching 14,413.053 gigabits per second while the total utilized undersea bandwidth capacity experienced a notable surge of 25.5 percent, reaching 5,161.918 Gbps, as per the report.

Forecasts indicate that video content will dominate smart phone usage, constituting 74 percent of total traffic for users in the next one year.

Additionally, reports project that by 2024, each smart phone user is expected to expend 21 gigabytes (GB) of data per month, with a significant portion allocated to video consumption.

Every prediction underscores the unstoppable and rapid growth of content streaming.

MultiChoice Kenya, for instance, has made significant investments in these frontiers by introducing cutting-edge apps such as DStv Stream and GOtv Stream. These apps empower customers to stream and enjoy their preferred content anytime, anywhere.

Content streaming apps have brought entertainment directly into the hands of consumers, giving them control over their content consumption.

GOtv Stream app, for example, has Catch Up feature which allows subscribers to enjoy on-demand selections of their favourite shows. This means you can relish your favorite series, movies, and sporting highlights even after their initial broadcast on GOtv.

As content streaming experiences remarkable growth in both Kenya and across Africa, it becomes imperative to prioritize the delivery of quality content to consumers.

Statistics reveal a growing appetite for local content, and the diverse tapestry of Kenyan cultures and landscapes is increasingly attracting international filmmakers.

According to UNESCO's "The African Film Industry: Trends, Challenges, and Opportunities for Growth" report, foreign filmmakers produce over 100 films in Kenya every year.

The writer is Head of DStv Business & Digital Product Manager, MultiChoice Kenya