Demand Africa taps Cleeng

Demand Africa, a subsidiary of The Africa Channel, has teamed up with Cleeng, a specialist in direct-to-consumer video monetisation, to release a new SVoD service targeted to the African diaspora in the US and around the world.

Cleeng is strongly focused on helping brands succeed in the OTT space quickly and sell content directly to consumers. The new Demand Africa subscription service, an OTT platform, has been built via Cleeng’s subscriber management technology. This solution provides a unique 360-degree view of the full customer journey, from subscriber identity, payment and churn management, to end-user support.

Demand Africa focuses on Africa-originated television series, specials, documentaries, movies, music, biographies and cultural and historical content.

To strengthen its presence in the US, Demand Africa aims to reach W25-54 who want to consume Africa-centric and diasporic video content on their favorite media devices.

The offering is already available on the web, on iOS and Android devices and via Roku, Apple TV, Android TV and Amazon Fire TV. The new service has two main subscription packages, a monthly offer priced at $6.99, and a discounted annual offer of US$69.99. In-app payments (IAP) and multi-currency pricing (MCP) is fully supported. The broadcaster also uses the Cleeng’s coupons system to create incentives programs and trigger early-bird demand.

“We needed an intuitive turnkey payment and subscriber management system that could service our subscribers on a global scale. Cleeng’s solution was uniquely positioned to accomplish this.”, adds Dean Cates, a Director of Digital and Marketing Strategy at The Africa Channel.

Demand Africa joins a growing list of media brands launching services on OTT Flow, a turnkey solution from Brightcove (streaming), Accedo (apps) and Cleeng (subscription management). OTT Flow enables media organizations like Demand Africa to deliver television-like experience across various devices and platforms, with no up-front development costs.

The service has been launched last in October and is available worldwide, with a special focus on the US, Canada and the Caribbean region.

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