Is eMedia Investments Betting It's Future On eVOD As Cable Starts To Erode?

eVOD is a South African based streaming service operated by eMedia Investments that distributes locally produced and international content. It is currently rivalling with MultiChoice's Showmax, Netflix, VIU and Amazon Prime Video who offer an alternative and expansive lineup.

As seen in 2024, eMedia Investments decided to shutter both OUTtv and FUSE from Openview's pay-tv add-on Ultraview after broadcasting for less than a year. Further content from these brands had been allocated on the eVOD streaming service under a hub known as OUTtv Proud.

eMedia Investments hadn't stated why these channels were offloaded from Openview but if we had to guess the fault may have fallen on current market conditions. As it stands, their competitors DStv has seen a dip in subscriptions and Ultraview is struggling to find it's flock with those consumers.

At this stage, we wouldn't be shocked if the remaining lineup of Ultraview which comprise of Zee Family and Star Select were to join OUTtv on eVOD if not shut down. Bollywood programming has resonated with Openview viewers and eVOD was built on consumer's preferences.

Of course, what's interesting about OUTtv's integration with streaming is that all the content has been locked away from Openview consumers. It comes on eVOD at no additional charge but to date none of the content has yet to make entry on eMedia's linear platforms.

This is what consumers had already seen with local dramas Stout, uMbali and Splintered Pieces so I can only assume similar to Showmax, eMedia Investments is trying to give eVOD some independence. They don't want consumers to regard it as a repeats or catch-up service like SABC+ so they're banking on new content.

eMedia Investments had boasted about turning eVOD into the Netflix of South Africa and that could as well mean curating content specifically for the platform.

This trend had been seen with Disney+ and ABC, Max and HBO even Showmax and M-Net so it would only seem logical for eMedia Investments to follow soon. They do operate 8 channels (4 of which are on DStv) each with their own offering so again it's not shocking that eVOD would gain some independence.

With the government looking to turn off analogue signals in the coming future, eMedia Investments is expected to see a dip in ad revenue. I can only imagine similar to Showmax, they're looking to make eVOD profitable even if that means taking a chunk of content away from Openview.