The QYOU expands into East Africa

Internet video curator The QYOU has partnered with South African subscription-video-on-demand (SVOD) service, ShowMax, to curate a series of shows in East Africa. The deal signifies The QYOU’s expansion into the African market and demonstrates viewers’ growing appetite for online video content globally.

ShowMax is owned by Naspers, a global internet and entertainment group. With demand for its service growing, ShowMax expanded its online TV service in 36 countries across the continent in May last year. ShowMax has now selected The QYOU to increase its reach among millennial audiences through the launch of a new series that features a curation of short-form online videos.

The commission, called Q Hits, consists of 13 half-hour episodes featuring highly localized, bespoke content, aimed at appealing to millennial viewers from the area. The QYOU has selected some of the most popular online videos from the region to create customized shows that are highly relevant and entertaining. Rachel Marete, former Kenyan Miss World, has been chosen as one of the leading hosts of this exciting content package.

Commenting on the announcement ShowMax Africa Head, Chris Savides said: “The growth potential of the African market is huge and there’s strong demand for online video, particularly among younger generations. What sets us apart from other internet TV services is that our online content selection is tailored to the African market. The QYOU showed us they understand the needs of millennials in Africa and are able to create a bespoke set of shows that are relevant to this audience. We’re looking for these new shows to enhance our current offering and provide younger customers with the snackable, shareable content they are already engaging with online.”

Scott Ehrlich, CEO and Co-founder, The QYOU, adds: “ShowMax is a great example of a provider that is embracing changing viewing habits and introducing new ways to engage with millennial audiences, who have grown up consuming online content on video platforms and social media. Q-Hits for Showmax will take the best of home-grown online video culture and package it to meet the tastes of local audiences.”

Amory Schwartz, EVP Global Sales & Commercial Development, The QYOU, said: “ShowMax is already leading the way in Africa by developing services that cater to a mobile first market and a growing number of digital first viewers. This deal is the next step in that evolution, as ShowMax looks to create a bespoke set of shows that will engage its younger viewers, who have grown up watching short form video online. Furthermore, these are the audiences that are more likely to be turning to SVOD services as a primary source of TV content.

“The most exciting part of this deal is creating a set of programmes that are tailored to the region and will therefore resonate on a far deeper level with viewers. It was imperative to both ShowMax and us that we sourced local videos and recognizable stars who are proving popular online, to really capture the eyeballs of younger audiences.”

Q Hits will launch on 1 March 2017.