Since the entrance of TSTv, Nigeria’s indigenous pay television, in October, 2017, Pay television market has been viewing from different angles especially among the consumers. Setting right pricing and offering sustainable values remain trending issues among the consumers. As discussion in offline and online spheres continue on these issues, Enterprations examined Nigerians interest in terms of seeking more information about the existing brand –DStv and the emergent ones –TSTv and Kwese TV.
Investigation into the Nigerians’ search of the three brands over the 90 days period reveals intriguing findings. From August 30th, 2017 to 18th September, 2017, DStv and Kwese TV defeated TSTv. Within the period, DStv was searched more than Kwese TV. On 19th September, 2017, TSTv started gaining share of search from the rest brands till Oct 12th, 2017. TSTv strength increased exponentially from November 1st to 6th, 2017. TSTv, however, lost its force from November 9th to November 27th, 2017 to DStv, which improved significantly.
Source; Google Trend, 2017
Further probe indicates that people were more interested in knowing TSTv decoder, TSTv channels and TSTv recruitment during the period. Most of these queries were mostly from Nassarawa, Imo, Cross Rivers, Osun, Akwa Ibom, Taraba States among others. DStv’s subscription, customer care, channels and self-services were mostly associated with DStv search. These were mainly queried by people from Sokoto, Oyo, Cross Rivers and Kaduna States. The investigation did not reveal any related query with the Kwese TV. However, Kwese TV itself was mostly searched from Abuja, the country’s capital and Lagos State. These findings have many implications for the three brands which their Brand Managers or Strategists must pay attention.