Mobile technology company Mondia has launched time-based entertainment platform Monsooq, where users pay only for the time they spend consuming content, without the need for contracts or subscriptions.

The model allows consumers to buy entertainment content based on duration of use.

The user can securely load a selected amount of time to their profile, using a debit or credit card, to consume any content they choose, including movies, series, games and music. Once the allotted time is up, they can “top up” with more time.

New visitors to the Monsooq website will receive 60 minutes’ free access to content, after which the consumer will be charged R2 for each 30 minutes of consumption.

“African markets are primed for the demoratisation of content, and Mondia is firmly focused on changing the way in which people consume entertainment,” says Mondia CEO Dr Amadeo Rahmann.

“Africa is the next frontier [with] regard to digitalisation. Our extensive footprint, increasing customer base and significant experience in the region make Africa a natural choice of focus for us,” he says, pointing out that the continent’s growing population of 1.1-billion is expected to double by 2050.

Africa also has a young population that is expected to generate 10% to 15% of gross domestic product growth in the next 15 years.

“And there is still massive potential for growth: Africa has a total Internet penetration level of just under 40%, compared with penetration in the rest of the world of 63.2%,” Rahmann comments.

“While streaming services have proliferated across Africa, especially in the wake of the Covid-19 pandemic and national lockdowns, there is an increasing need to deliver enhanced value, choice and innovation in terms of pricing and content.”

The Monsooq platform has been launched in South Africa, with other markets such as Egypt, Nigeria, Tunisia and Kenya to follow in due course.