Overview

Engagement overview

Azam TV Max, the digital streaming platform from Azam Media, has been expanding its footprint across East Africa, serving a growing base of OTT and DTH audiences with diverse content preferences. Aligned with evolving consumption patterns and rising expectations for digital experiences, Azam TV Max prioritized modernizing its platform to enable more intuitive content discovery, seamless subscription journeys, and consistent interactions across devices.

TO THE NEW worked closely with Azam Media and the initiative focused on building a cloud-native, experience-led OTT platform, designed to scale with user demand, support high-quality streaming, and enable data-driven optimization for sustained platform growth.

Our client

Media & Entertainment
 Sub-Saharan Africa

Azam TV, part of Azam Media under the Bakhresa Group, is a leading entertainment provider offering live television, on-demand content, and sports programming across OTT and DTH platforms. 

The platform serves a geographically distributed audience with a strong focus on localized content, multi-device accessibility, and subscription-based services, supporting consistent engagement across diverse user segments.

Our client

Business objective

Azam TV focused on evolving its OTT platform to support growth, improve user experience, and enable more seamless subscription and payment journeys across devices.

01

Deliver a consistent and intuitive user experience across mobile, web, and Smart TV platforms, including Android TV, Hisense, and Samsung

02

Enable scalable platform architecture to support millions of concurrent users and peak traffic events

03

Improve streaming performance and latency for uninterrupted playback across geographies

04

Enhance content discovery and personalization to drive user engagement and retention

05

Simplify subscription and payment journeys to improve conversion and reduce friction

06

Strengthen data and analytics capabilities for real-time insights and platform optimization

07

Support localized content delivery aligned with regional preferences and languages

08

Enable unified access across OTT and DTH ecosystems for seamless cross-platform usage

09

Enable faster feature rollout and platform evolution through modular, service-based design

Business solution

Azam TV modernized its OTT platform in collaboration with TO THE NEW, with a focus on scalability, concurrency, and improved user experience across touchpoints.

  • Unified design systems across platforms to ensure consistent navigation and intuitive content discovery across user journeys

  • Modernized to a cloud-native microservices architecture to enable scalability, resilience, and faster feature rollouts

  • Leveraged managed media services and adaptive transcoding to deliver high-quality streaming across devices and networks

  • Optimized content delivery via CDN edge networks to reduce latency and significantly improve playback performance

  • Enabled omnichannel OTT delivery across mobile, web, tablets, and Smart TVs to expand reach and engagement

  • Implemented “Continue Watching” with cross-device tracking to ensure seamless playback continuity across sessions

  • Introduced multi-profile support to personalize viewing experiences for diverse user segments within a single account

  • Enabled dedicated kids profiles to deliver safe, age-appropriate, and controlled content consumption experiences

  • Integrated Azam Pay and multiple payment options to streamline subscriptions and improve transaction success rates

  • Enabled single-account access across OTT and DTH ecosystems to simplify onboarding and drive cross-platform usage

  • Introduced radio streaming capabilities to diversify content offerings and increase overall platform engagement

  • Implemented watermarking, concurrency controls, and geo-delivery to strengthen content security and localization

     

Business impact

The cloud-native modernization initiative delivered measurable improvements across performance, security, and operational efficiency:

20% increase in user base, driven by improved experience and subscription journeys

750K+ monthly active users served, reflecting strong platform adoption and engagement

10K+ user growth post Smart TV launch, expanding platform reach and accessibility

65K+ requests per minute supported, ensuring platform stability during peak traffic events

Enhanced cross-platform user experience, enabling intuitive navigation and content discovery

Simplified and unified subscription journeys, improving purchase experience and conversions