Capturing the ‘Missing Millions’: Perspectives With Wi-flix CEO Louis Manu

Manu discusses Wi-flix approach to disrupting Africa’s video streaming market with a focus on affordability and accessibility to the continent’s mass market.

---

Africa’s streaming landscape is witnessing unprecedented growth, spurred by increasing internet penetration and affordable smartphones. With a projected market size of over $1.5 billion by 2026, the continent offers untapped potential for both local and global streaming platforms.

However, only a small fraction of the population has access to premium content due to high subscription costs, limited local content, and data affordability challenges.

In this first interview of our Perspectives series, Louis Manu, Co-founder and CEO of Wi-flix, sheds light on how the company is breaking barriers by providing affordable streaming services to Africa’s mass market, focusing on local content, partnerships, and innovative pricing models.

Wi-flix is a live streaming and video-on-demand streaming platform that offers localized premium content at an affordable price point coupled with internet to Africans and those in the diaspora.

Also Read: The Future of Streaming Lies in Africa’s Overlooked Markets

Michael Ajifowoke (MA): What inspired the creation of Wi-flix, and what were the early challenges you faced?

Louis Manu (LM): The idea for Wi-flix started when I returned to Ghana after working in the UK. Initially, I wanted to launch a music streaming service, but I faced significant hurdles around monetization and securing content. At the time, mobile money and digital payments were not well-integrated into platforms like ours, which made it difficult to get both content creators and users on board. Eventually, I shifted focus from music to video streaming and used my telecom background to form partnerships with key stakeholders. My co-founder brought the technical expertise and content connections, which helped us get off the ground.

MA: The streaming space is dominated by giants like Netflix and Prime Video. How does Wi-flix position itself to compete, especially targeting lower-income segments?

LM: We saw an opportunity to serve the 80% of the market that couldn’t afford the high subscription fees of global platforms. While Netflix and others target the top 5-15% of consumers, we offer subscriptions for less than $1 a month. In Ghana, for instance, we charge 10 cedis (around $0.65). This pricing, coupled with localized content and partnerships with telecoms for affordable data packages, enables us to reach a wider audience. Our goal is to make entertainment accessible to everyone, not just the wealthy few.

MA: How are you able to offer quality content at such a low price point? What’s the strategy for acquiring content?

LM: It’s all about understanding the market and optimizing costs. We focus on local content, which resonates deeply with our audience. We’ve also invested in post-production facilities in Accra to improve content quality at a lower cost. We also operate on a revenue-sharing model with content creators, similar to Spotify’s music streaming approach. This allows us to acquire a diverse range of content without heavy upfront costs, ensuring we maintain a sustainable business model while offering affordable entertainment.

Also Read: Africa’s streaming market heats up

MA: How do you see the role of international content on Wi-flix? Will sports be part of your strategy, given its popularity on platforms like Showmax?

LM: While local content is our strength, we are open to international content where it fits. Sports is a tricky space, dominated by exclusive rights held by companies like DStv, but it’s definitely on our radar. We’re exploring opportunities to stream key events and innovate around social viewing experiences, like group streaming, but it requires significant investment. As we grow and raise more funds, we plan to expand into this area.

MA: You’ve achieved significant traction, with 1.5 million subscribers. Where is your biggest user base, and what are their viewing habits?

LM: Nigeria is our largest market, making up around 60% of our user base, followed by Ghana with 35%. The vast majority of our users watch on mobile phones, with a split between Android, iOS, and web platforms. Interestingly, while Ghanaians and Nigerians consume a mix of local content, we’ve noticed that Kenyans prefer international content. This informs how we approach content acquisition and marketing in each country.

MA: What do you think is the biggest misconception about video streaming in Africa?

LM: One of the biggest misconceptions is that premium content is only for the top tier of society. Most streaming platforms price their services out of reach for the majority. Also, there’s a notion that streaming platforms can simply import models from Europe or the US to Africa without localization. The reality is, that African consumers need services that reflect their local context—affordable pricing, relevant content, and solutions for data challenges. Without these, it’s hard to gain real traction in this market.