In a surprise move, Airtel Networks Kenya has officially shut down its Airtel TV service effective on 30th September 2024. The telecom operator has decided to pull the plug on its video streaming platform that had sought to carve a niche in Kenya's competitive streaming market. This therefore marks the end of Airtel's venture into digital entertainment, a move that leaves customers seeking alternative options for streaming their favorite content.
Airtel TV Tries Waters That Are Not Easy to Compete In
Airtel TV went live promising a fair deal of entertainment, from live TV to movies and series. It struggled to win substantial users, as more established global platforms such as Netflix, Showmax, and YouTube were putting up a serious fight. Challenged by competition to compete in this fast-growing market, Airtel reassessed its position, coming to the conclusion to shut down the service.
In a notice to its subscribers, Airtel Networks Kenya announced the termination of access to the content and channels offered by Airtel TV. It apologized for the inconvenience and referred users to its website and social media platforms: X, formerly Twitter, Facebook, Instagram, and LinkedIn.
The Demise of Airtel TV: Change in Strategy?
Airtel's exit from the video streaming industry might have a tactical shift in focus to other growth opportunities. Although its streaming service has faced problems, Airtel is very well placed at the top of the telecommunication and mobile money industries in Kenya. In such an environment, some industry observers feel that Airtel may still be focusing its attention on building its core services that include mobile internet, data packages, and possibly fintech products such as Airtel Money.
This is a further indication that competition in Kenya's streaming market is getting stiffer, with affordability and local content increasingly being strong differentiating factors. While this may mark an exit opportunity for competitors to evolve in the rendition of better services or to fill this gap with more affordable entertainment options, its exit means the end of a relatively cheaper entertainment service.
What Next for Airtel TV Subscribers?
This means that for subscribers of Airtel TV, the shutdown presents a transition period where they seek other platforms where they can continue to enjoy content. Indeed, such services as Netflix, Showmax, and local streaming platforms may be possible destinations for former subscribers of Airtel TV. Concerns and inquiries over the shutdown are nonetheless opened to customers through the company's customer service team, reachable through its digital channels.