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The African streaming landscape remains largely dominated by subscription-based models, with 97% of services offering paid plans and only 4% incorporating ad-supported subscriptions. This contrasts with global markets, where hybrid models are gaining traction.

Digital i’s latest Trend Report highlights a major shift in streaming behavior, with 88% of Prime Video users now on ad-supported tiers and YouTube surpassing Netflix in viewing time across APAC and North America. Live sports and bundled offerings further reshape the global streaming landscape.

The investment represents an 11% increase from 2024—while doubling down on new revenue streams like advertising and live events. The platform surpassed 300 million subscribers and saw rapid ad-tier adoption, with 55% of new users choosing the ad-supported option in Q4 2024.

Max will launch with a range of subscription tiers, including premium, standard and an ad-supported tier. Further details about subscription tiers, pricing, content and product features on Max will be shared in the weeks prior to launch.

Kantar's latest Worldpanel about Entertainment on Demand (EoD) data on the global streaming market, reveals a growing consumer preference for ad-supported streaming, robust momentum for Apple TV+, increasing investment in sports content, and Netflix’s continued strength in delivering engaging entertainment.