What REDTV does

REDTV is a Lagos-based digital streaming platform founded in 2015 and wholly owned by United Bank for Africa (UBA) Group, producing African lifestyle and entertainment content for distribution on itsred.tv and its YouTube channel. The platform operates as an ad- and sponsorship-supported free streaming service, with original scripted series (The Men's Club, Inspector K, Assistant Madams, Public Figure, When Are We Getting Married), feature films (Unintentional, Mighty, Our Best Friend's Wedding), talk shows (Red Hot Topics, The Hangover Show, Just Bantz), interview programming (Exclusives), Francophone content (Boutique Hotel), and entrepreneurship-focused programming (Anzisha). Distribution reaches viewers in 30+ countries, and the YouTube channel surpassed 100,000 subscribers in 2022 to qualify for the YouTube Silver Creator Award.

The business model is centered on UBA corporate sponsorship and brand partnerships rather than subscription or per-viewer fees; viewers access all content free of charge. Revenue mechanics therefore depend on (a) continued allocation from UBA's marketing and CSR budget and (b) brand-partnership inventory attached to REDTV titles, live event properties (REDTV Rave, Denim and Diamonds Party), and the company's editorial ecosystem (The Red Zone Edition magazine, blog, newsletter). An 82-person in-house production team — covering creative direction, production, marketing, and business development — executes content under the leadership of Olufemi Bamigbetan (Head of REDTV) and Temitope Ejuetami (Head of Production), with strategic alignment maintained through UBA Group marketing leadership (Alero Ladipo).

The underlying technology stack is conventional streaming infrastructure rather than a proprietary platform: distribution relies on itsred.tv (web) plus YouTube's native player, with no disclosed AI/ML recommendation engine, proprietary CDN, or differentiated data flywheel. Strategic positioning has increasingly emphasized multi-format media (long-form series, cinema-grade films, live events, print), pan-African geographic reach including Francophone markets, and partnerships with adjacent institutions such as the Tony Elumelu Foundation and Film Rats Club (TAFM) to extend the brand's role from pure entertainment into entrepreneurship and theatrical distribution.

Name

REDTV

Legal name

REDTV

Website

https://itsred.tv

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

REDTV is a Lagos-based, UBA-owned digital streaming platform producing original African lifestyle and entertainment content — series, films, talk shows, and live events — distributed free via itsred.tv and YouTube to viewers in 30+ countries.

Ownership category

akta.pro rank

Product category

Video Streaming & Digital Entertainment

NAICS

Broadcasting and Content Providers (516), Motion Picture and Video Industries (5121)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

User-Generated Content (UGC) & Short-Form Video Platforms (BPAMAJAH)

Keywords

• African streaming platform
• Video on demand
• Lifestyle entertainment content
• Digital media production
• Free streaming service

Headquarters

HQ city

Lagos

HQ country

Nigeria

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Sponsored Content Platform: REDTV operates as a free streaming platform providing entertainment content to viewers. The platform is sponsored and powered by United Bank for Africa (UBA), with revenue generated through brand partnerships, content creation for UBA, and potentially advertising within the streaming content.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

REDTV is a free, digital-first lifestyle and entertainment streaming-on-demand channel that produces and distributes original African video content — including drama series, comedy films, talk shows, celebrity interviews, business documentaries, and event specials — via its own website (itsred.tv) and YouTube. The platform is sponsored and powered by parent company United Bank for Africa (UBA), targeting young African and pan-African viewers with entertainment, fashion, music, and lifestyle programming subtitled in English (with some French-language shows).

Product overview

REDTV is a contemporary lifestyle and entertainment streaming-on-demand channel owned by United Bank for Africa (UBA). The platform provides a comprehensive portfolio of original African content including drama series (The Men's Club, Assistant Madams, Public Figure, Inspector K, When Are We Getting Married), comedy content (Mighty, Boutique Hotel), movies (Unintentional, Our Best Friend's Wedding), talk shows (Red Hot Topics, The Hangover Show, Just Bantz), interview series (Exclusives), lifestyle/business content (Anzisha, The Red Zone Edition), and event specials (REDTV Rave, Denim and Diamonds Party). The platform collaborates with African creative visionaries to produce content showcasing entertainment, fashion, news, design, music, sport, and travel from Africa.

Differentiator

Problem solved

Functional benefit

Products and services

• When Are We Getting Married A romantic comedy-drama series following Edith and Fenwa, a couple on different wavelengths about love and marriage, who must navigate their fears, pasts, and each other for the relationship to survive. Targeted at REDTV's pan-African lifestyle-entertainment audience.
• Mighty A comedy-drama film set during a night out in Lagos, following Angel, Madam B, Patience, and Baddie as they navigate themes of kidnap, deceit, and quick-money fixes. Targeted at REDTV's comedy-loving African audience.
• Unintentional A feature-length romantic drama film following Sefi Madaki and her friend Rosie on a journey of self-discovery after heartbreak during their National Youth Service year, starring prominent Nollywood actors. Targeted at African drama audiences.
• The Men's Club A flagship drama series following four young men in Lagos as they navigate women, business, and city life, sharing their highs, lows, ups and downs. Targeted at young urban African audiences.
• Red Hot Topics An edgy talk show featuring a new breed of young, vibrant, and hip personalities discussing various lifestyle topics in a no-holds-barred format. Targeted at REDTV's young African viewer base.
• Exclusives An interview show spotlighting VIPs, personalities, artists, and celebrities with in-depth conversations. Targeted at audiences interested in African celebrity, business, and cultural figures.
• Boutique Hotel A French-language drama series about an interesting hotel, blending comedy and drama, with English subtitles to extend reach beyond francophone audiences.
• The Hangover Show A fun interview show where guests answer unexpected questions within a 3-minute time limit. Targeted at young viewers seeking light, viral-friendly celebrity content.
• Anzisha A lifestyle/business documentary series showcasing African entrepreneurs and the spirit of Africapitalism. Targeted at viewers interested in African business, entrepreneurship, and UBA-aligned thought leadership.
• Assistant Madams A drama series following the lives of three ambitious women navigating relationships and pursuing their goals. Targeted at African drama audiences, particularly women.
• Inspector K A crime comedy series about an unorthodox Lagos inspector who solves cases with unconventional methods, supported by two police officers. Targeted at African comedy-drama viewers.
• Public Figure A drama series exploring themes of power, fame, and the lust between public personas. Targeted at viewers interested in celebrity, ambition, and lifestyle drama.
• Just Bantz A talk show providing fresh scoops on trending topics and online gossip. Targeted at social-media-savvy young African viewers.
• REDTV Rave Event-special content documenting REDTV's signature entertainment event, featuring performances from top artists. Targeted at African music and live-event audiences.
• The Red Zone Edition UBA's quarterly lifestyle and business magazine featuring interviews drawn from REDTV shows. Targeted at UBA customers, prospects, and African business audiences.
• Denim and Diamonds Party Annual event-special content featuring fashion, food, and performances from major artists. Targeted at African fashion, music, and lifestyle event audiences.
• Our Best Friend's Wedding A romantic dramedy about a young man who panic-buys an engagement ring and recruits friends to help find potential candidates. Targeted at African romcom audiences.

Quantifiable outcome

• Watched in over 30 foreign countries outside Africa

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Tony Elumelu FoundationminorStrategic or Co-development PartnerREDTV conducted exclusive interviews at the Tony Elumelu Entrepreneurship Forum, documenting the annual entrepreneurship gathering organized by the Tony Elumelu Foundation. Multiple interviews were filmed featuring Tony Elumelu and other entrepreneurship forum participants.
• The Film Rats Club / The Annual Film Mischief (TAFM)minorStrategic or Co-development PartnerREDTV supported the inaugural edition of The Annual Film Mischief (TAFM) organized by The Film Rats Club, a festival exploring works of young film writers, producers, and directors. REDTV's Executive Producer Bola Atta participated in the Film/Tech session to brainstorm on the film industry in Africa.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Showmax: MultiChoice's African subscription streaming platform offering a deep catalog of African series, movies, and live channels across the continent. Direct competitor in African SVOD with substantially larger content investment.
• NdaniTV: GTBank-owned African lifestyle and entertainment web series platform. Closest direct peer to REDTV — also a Nigerian bank-owned streaming platform producing original African content series, distributed free online and via YouTube.
• EbonyLife TV: Mo Abudu's Nigerian premium content channel and production company producing drama series and films for African and global audiences. Comparable in producing premium African original content with pan-African ambitions.
• ROK Studios: Nollywood film and series production house producing original African content for digital streaming. Comparable in scope of original content creation and African storytelling focus to REDTV's slate.
• IrokoTV: Pioneer African-focused streaming service specializing in Nollywood films and original web series. Directly competes with REDTV for the same Nigerian and diaspora audience seeking African entertainment online.
• African Magic: MultiChoice's portfolio of African entertainment channels and streaming offering Nollywood, telenovelas, and original African series. Competes for the same Nigerian and pan-African audience and similar content genres.

Broad incumbents

• Amazon Prime Video Africa: Global streaming platform expanding African content acquisitions and originals. A broader incumbent operating globally but increasingly overlapping with REDTV's target African-content audience.
• BET Africa: ViacomCBS-owned pan-African entertainment channel broadcasting original African series, films, and lifestyle programming. Comparable lifestyle/entertainment positioning with broader portfolio backing.
• Netflix Africa: Global streaming giant with an increasingly large catalog of African originals and pan-African marketing push. Represents the broad incumbent competing for the same premium African-content viewer.

Others

• FilmHouse Cinemas: Nigerian cinema chain and broader FilmHouse entertainment group that screens and produces African film content. Comparable as part of the Nigerian media ecosystem but operates in theatrical exhibition rather than streaming distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ItsREDTV
• YouTubeyoutube.com/c/itsredtv
• Facebookfacebook.com/ItsREDTV
• Instagraminstagram.com/itsredtv
• LinkedInlinkedin.com/company/redtv

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about REDTV