TRACE acquires, set to launch VOD service


TRACE, an international media group that provides contemporary music and sports entertainment content to a large and predominantly young audience, has acquired Pan-African video-on-demand platform, for an undisclosed amount.

Launched in 2012 as one of the first ever VOD platform to focus on the African market, is recognized as one of the 3 largest SVOD services in Africa. showcases the best, most innovative and visually arresting content such as Nigerian comedy “Ogas at the Top” and the hit Kenyan political satire “The XYZ Show” in Africa through its website and Android app, which can be accessed worldwide.

The acquisition will enable TRACE launch its own video-on-demand platform, TRACE Play, in Africa before the year runs out.

TRACE Play will provide subscribers with high quality original African content.

“TRACE and share the same strategic vision in that we believe that VOD is the future of television. We also share the same analysis that the success of any VOD service in Africa will depend on whether it can source and offer high quality original African content,” said Marie Lora-Mungai, CEO of

She added, “This shared vision makes TRACE an ideal partner for”

Once TRACE Play is launched, will be moved under and hosted by that service – prior to that time, will work as normal. In the end, both services will be fully merged. subscribers will receive access to the full TRACE Play catalogue, which will include at launch thousands of hours of African and international content.

On the other hand, registered users who are not current subscribers will get promotional offers so they can try out TRACE Play at preferential rates.

When TRACE Play eventually launches, it’ll be meeting players such as ShowMax, Netflix, iRoko TV et al on the SVOD field. Time will tell (maybe not 90 minutes though) whether TRACE Play will be eliminated or will advance to the next stage, and evetually win the SVOD crown.

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