Cell C’s streaming service platform black is slowly winning the hearts of customers.
The mobile phone operator disclosed on Tuesday that black has seen 2.5 million customers browsing its platform since launch.
The platform was launched in November 2017 and the company said on Tuesday that black is gaining traction among its key target audiences.
The operator said according to the Digital Lifestyle Measure report published by SA ICT research company, BMI-T, black is the top streaming service for the DLM 3 market, the average internet users, which represent a
large portion of the population in South Africa.
“In the DLM 5 segment (high-tech users) the awareness of black has grown by 14%,” Cell C said. “There has been a sharp increase in content consumption since Cell C zero-rated its data for black content streaming.”
The company said its subscribers make up 70% of customers on black with 30% of subscribers belonging to other networks.
The company also disclosed that black is currently experiencing about 80, 000 user log-ins with 60, 000 completed transactions.
Cell C also revealed that the number of customers on free trial on black has reached 260, 000.
South Africa with millions of cellphone users is lucrative for streaming services. A significant number of people rely on their smartphones to watch movies or binge on series. Local subscribers use multiple sim cards.
The maturing market has attracted global players such as Netflix, a streaming service based in the US. The move has disrupted the market. As a result local rivals are feeling the pressure and looking for innovative ways to compete.
In January, US-based video-on-demand service Netflix released data on the South African market showing that South Africans’ TV streaming habits are on par with international viewers.
The study found that 61% of South African viewers admitted to regularly binge watching online TV shows.