VIU – TRULY FREEMIUM SERVICE THAT CATER FOR MILLENNIALS & GEN Z’S

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JYes, ‘yet another streaming service’, one might say about Viu SA, a Video Streaming Service, which officially launched in February 2019. Even as a new entrant into the South African market, Viu SA is already adapting to the growing trend of content consumption methods of Millennials and Gen Zs across demographics whose mind set is rapidly shifting towards relevance, resonance, convenience and most importantly, value.

Viu SA is the first true Freemium VOD and catch up service in South Africa, providing immense value to price sensitive millennials. The previously unserved market of Millennials and Gen Zs, especially those who previously relied exclusively on free to air services for their content consumption, and could not access VOD services due to affordability, can now access premium content through Viu. 

Its belief in the philosophy of local experiences has driven Viu SA to bring great selection of SABC and ETV library on to a single platform for the very first time. Viu features the ‘ETV Collection’ and the ‘SABC Collection’, which provide a wide range of soapies, dailies and programmes on video playback. The benefit for viewers is that they can watch every single season from (Season 1 to date) on selected titles, which will stay available to watch on Viu longer than they were available on any other platform.

Viu offers a true Freemium service – users can enjoy Premium content for free in the free section of the app, with popular shows such as ImbewuUzaloScandalSkeem Saam. The customer then has a choice of subscribing to the paid section of the app to watch even more content if they are interested in doing so. This choice is important for the wider market as it is not a forced business rule but more in line with the sentiment of ‘you pay only when you see value.

The Viu App was truly designed with the South African mind – from the ability to access local programmes, shows and movies wherever and whenever through streaming or downloading. Bringing global expertise to the service, the service has patented video technology called adaptive bit rate, which depending on the connection will render the video in a resolution that does not buffer. In fact, the service offers the choice to stream in six different resolutions to optimise customer’s experience on either data or Wi-Fi. All content is available to download for offline viewing, and can even be shared through the App.

Viu can be accessed using an internet browser or via the App and is compatible with multiple devices including desktop PCs, laptops, and smartphones. Legendary and unforgettable shows that aired previously and would otherwise be unavailable to watch will be added on an ongoing basis in Viu’s premium (paid) content, which costs R69 a month. Viu-ing pleasure just got more user-centric, convenient and affordable.

“We are proud to be offering a service that is designed for the wider South African market. We believe that the majority of the South African population will resonate with the features and benefits of our app and will appreciate our true freemium model, which is what our audiences have been asking for,” says Ryan Solovei, Country Manager: Viu SA.

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