Openview and watch ads

In the eyes of Yemi, who pays for multiple streaming services like Netflix, Showmax, Disney+, Prime Video, Spotify, and YouTube Premium, the idea of another monthly subscription can feel overwhelming. But for eMedia, the South African broadcaster behind eVOD, the introduction of Openview Stream to the market is a calculated move to revolutionize free streaming in Kenya, Ghana, Rwanda, Zambia, Botswana, Namibia, and Mauritius. With Openview Stream, viewers get to watch their favorite shows and live TV channels without spending a penny, but the real question is, what's the cost of this 'free' service?

EMedia's new service, Openview Stream, operates on the FAST (Free Ad-Supported Streaming TV) model, where advertisers foot the bill instead of viewers. This business model is gaining traction globally, especially among those tired of paying for multiple subscriptions. But for Yemi and millions of others, the promise of free streaming comes with a caveat: the need to watch commercials between live TV channels and on-demand shows. As the detective's thrilling revelation is about to unfold, a shampoo commercial or an M-PESA advert might take center stage, disrupting the viewing experience.

While some might see Openview Stream as a refreshing alternative to traditional paid streaming services, others might view it as another form of advertising exploitation. With the constant bombardment of ads, viewers risk losing focus on the content they're watching. The real question is, how much of their attention are viewers willing to sacrifice for the sake of free streaming? EMedia's bold move may be a step towards making streaming more accessible, but it also raises concerns about the role of advertising in shaping viewer behavior.

The success of Openview Stream depends on the willingness of advertisers to back the service. If the ads are too intrusive or poorly targeted, viewers might abandon the platform, making it challenging for eMedia to sustain the model. Moreover, the reliance on advertising revenue might make it difficult for the platform to adapt to changing viewer habits or competing platforms that offer more appealing experiences.

EMedia's decision to launch Openview Stream is a bold statement about the future of streaming. As more people grow tired of paying for multiple subscriptions, the demand for free or low-cost streaming options will continue to rise. With Openview Stream, eMedia is poised to capitalize on this trend, but the path to success will depend on striking the right balance between viewer experience and advertising revenue.