This is interesting. Naspers-owned video streaming service ShowMax has updated its Android app to include downloads for offline viewing.
It’s a potentially important move, especially if the service is to attract people who want to watch content on the go without having to eat into their mobile data. According to ShowMax, the feature will also aid subscribers “without access to a suitable internet connection at home, which is a significant barrier to the adoption of streaming video services in Africa”. These users, it says, “will now be able to store content using WiFi hotspots or other out-of-home connectivity options and then watch at a later point”.
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“Adding downloads is a bigger deal than it might appear at first glance,” said John Kotsaftis, General Manager of ShowMax South Africa. “Yes, it’s a great way to keep people entertained while travelling to their hometown or to the coast for the summer holidays, but we think the potential impact is much wider”.
“Many South Africans are still internet have-nots, and have been excluded from using services like ShowMax. While there may not be suitable internet access at home, more and more public WiFi services and other connectivity options are popping up. By adding download functionality we’re enabling people to take advantage of these connections and fill up on some great shows to watch later.”
Given that other major content-focused apps, including YouTube, have added the ability to download content, that probably makes sense too.
The new feature will allow users to store up to 25 TV shows and movies at a time depending on the available storage capacity on the device. The content will be visible for 30 days and once viewing of a particular show or movie has started, it will be available for completion over the next 48 hours. The same content can be downloaded again if needed.
Another possible use case for the feature is customers who have extra night-time cap at home.
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“South Africa isn’t the USA or Europe – we have our own unique needs. I’m proud that we’ve developed a home-grown solution that caters for the connectivity challenges in this country. Importantly, I think this is a case that local developments have the potential to open up access to other African markets where internet connectivity is also an issue,” concludes Kotsaftis.
ShowMax is also adding download capability to its iOS apps. This is due for release early next year.
