How Mobile Internet Is Reshaping Digital Entertainment Across Africa

Additionally, startup directories such as Startup Map Africa track hundreds of creative and media-related companies across the continent. Additionally, we link to resources and wider coverage so you can explore more across African tech and culture. Africa's role in global digital entertainment will continue to grow as connectivity and payment systems improve. Users can pay for subscriptions, games and other services without a credit card. This example shows why consumers should check where a platform is licensed before creating an account, sharing personal information or making a payment. Consumers can pay for films, music, games, sports coverage and social content through a single mobile device.

Traditional television is therefore expected to remain the larger video segment in all three markets through 2030. South Africa is experiencing the clearest reallocation of video revenue, with OTT growing while traditional television declines. Video internet advertising is forecast to grow at 18.2% a year in Kenya. Mobile and fixed services remain the largest E&M revenue pool in all three markets.

Tenthly, Storipod appears in lists of emerging African startups to watch and focuses on audio storytelling and podcast-style content. Moreover, many African artists and influencers struggle to access formal finance because banks do not understand their income patterns. In addition, investors and partners gain confidence when they see clean, verifiable data. Consequently, artists can prove what they are owed and track how often their works are used. Furthermore, by giving creatives clearer records, the platform supports fairer payouts and contract negotiations.

Introduction: African Entertainment Tech Startups Are Rewriting the Rules

Additionally, irokoTV’s archives include classics and popular hits, giving fans deep access to Nollywood history. Moreover, Showmax invests in local productions and partnerships, which supports regional film industries and talent. Ultimately, Boomplay’s growth reinforces the idea that African-built or African-focused platforms can compete with global giants on home turf. Additionally, Boomplay focuses on African catalogues, offline listening, and flexible subscription options including mobile money payments. Consequently, fans in Tanzania, Nigeria, or Uganda see content that feels local, not imported.

A regulated operator such as 711.nl is designed for adult users in the Netherlands and operates within Dutch licensing rules. Visibility in search results is not the same as legal permission to serve local customers. Users need to understand the difference between a platform being accessible and a platform being licensed for their location. Online entertainment spending covers a growing range of activities. But it also demands a degree of digital and financial literacy that was less necessary in an analogue age.

Therefore, Africa’s entertainment-tech story is not just about apps; it is about power shifting toward the people who make and love the culture. Furthermore, if you enjoyed this deep dive into African entertainment tech startups, you will find plenty more stories on our platform. Consequently, these tools help emerging stars move from viral clips to sustainable careers with predictable revenue. Furthermore, South African Amapiano producers and DJs rely on streaming data and fan insights to target new cities and audiences.

Digital Entertainment Platforms and Africa's Growing Online Consumer Market

Moreover, a new wave of African entertainment tech startups is transforming how you stream music, buy tickets, and connect with your favourite stars. Discover 10 standout platforms powering music, film, live events and creator monetisation, and see how they are reshaping Africa’s entertainment future. Publishers named above each report are responsible for their own content, which AllAfrica does not have the legal right to edit or correct. Distributed by AllAfrica Global Media (allAfrica.com).

Connectivity is expanding Africa’s digital audience, while advertising is becoming central to how that audience is monetised. Nigeria combines a large population with rapidly expanding digital audiences, advertising investment, and entertainment consumption. Furthermore, as more hubs mature and funding flows into content, creator economies, and fan engagement, new players will join this list.

Boomplay (Nigeria/China, Pan-African) – The Streaming Giant Built for Africa

Moreover, they reveal a future where African fans enjoy world-class digital experiences built around their tastes, payment habits, and communities. Ultimately, the top 10 African entertainment tech startups highlighted here show how quickly the landscape is evolving. Ultimately, the earlier you plug into this ecosystem, the more you benefit from its rapid growth. Additionally, follow funding updates from platforms like Disrupt Africa to see which entertainment-tech startups raise capital next.

uduX (Nigeria) – Localised Music Streaming for African Audiences

• Streamers, moderators, designers, support staff, data analysts, and marketing teams all benefit.
• As a result, startups that solve these needs quickly gain loyal users and regional scale.
• This growth is creating a larger market for streaming, gaming, online shopping, financial services and other forms of digital entertainment.
• The growth of digital entertainment carries a financial dimension that consumer advocates increasingly emphasise.
• These games have attracted a growing audience precisely because they reward understanding rather than pure luck.
• Consequently, these tools help emerging stars move from viral clips to sustainable careers with predictable revenue.
• Rules need to cover privacy, advertising, payments and age restricted content.
• Streaming services, mobile gaming, social platforms, and online communities now occupy hours that were once spent on radio, television, or offline pursuits.
• A platform that loads slowly may lose users before its content even appears.
• Consequently, many Afrobeats and Amapiano stars use it as a core channel for new releases and fan engagement.
• Furthermore, South African Amapiano producers and DJs rely on streaming data and fan insights to target new cities and audiences.
• Consequently, fans get a single, trusted interface for different kinds of tickets, which improves adoption.
• Microtransactions, in-app purchases, and subscription models are designed to feel small and frictionless, but they accumulate.
• Furthermore, irokoTV’s journey highlights the challenges and rewards of building entertainment-tech from Africa for a global audience.

Consequently, from Lagos to Nairobi and Accra to Cape Town, founders are building platforms that put African stories, sounds, and fans at the centre. A new wave of African entertainment tech startups is transforming streaming, ticketing and fan engagement across Nigeria, South Africa, Kenya and Ghana. The strongest platforms will combine reliable technology with local knowledge, clear pricing and transparent rules. Rules need to cover privacy, advertising, payments and age restricted content.

A music app and two streaming services, a short video feed, a gaming account, and a sports subscription on top. Mobile gaming, casual, social, and increasingly competitive, is expanding rapidly across all three major markets, with esports beginning to attract meaningful investment in South Africa and Nigeria. AI can support this shift by improving translation, subtitling, localisation, content discovery, recommendation, audience segmentation, campaign optimisation, and production workflows. Distribution, however, remains concentrated among platforms that influence content discovery, audience access, advertising delivery, and creator revenue.

Users should check whether a platform publishes clear terms, provides contact details and explains how personal data is handled. European users may rely on privacy rules, refund rights and sector specific licensing. Its presence in global search results does not mean the service is available or authorised in every country.

Lightweight mobile games, data-friendly streaming, and browser-based services have flourished precisely because they fit these constraints. Entertainment products that succeed in Africa are those optimised for smaller screens, lower data consumption, and intermittent connectivity. For millions of Nigerians, the smartphone is not a secondary screen — it is the primary, and often only, gateway to the internet. Understanding this shift matters, because it is reshaping not only how people relax, but how they spend their money. Streaming services, mobile gaming, social platforms, and online communities now occupy hours that were once spent on radio, television, or offline pursuits.

Consequently, listeners discover African voices in technology, culture, comedy, and lifestyle without relying only on global apps. In addition, brands and platforms gain from a healthier, better-financed creator base that can produce more content. Additionally, CREATIVE CREDITAI analyses creator revenue streams and risk, then links users to suitable lenders and products. Additionally, its work with operators and mobile money shows how digital rails can serve multiple sectors. Additionally, Ticketpro integrates with online and retail channels so fans can buy in ways that suit them best.

Over-the-top (OTT) video is one of the fastest-growing E&M categories in South Africa, Kenya, and Nigeria. By 2030, connectivity is forecast to account for approximately 60% of total E&M revenue in South Africa, 75% in Kenya, and 66% in Nigeria. Kenya’s growth is underpinned by connectivity, digital payments, and online engagement.

A Market Finding Its Feet

According to the GSMA Mobile Economy report, mobile technologies and services now account for a significant share of sub-Saharan Africa’s economy, with smartphone adoption climbing year after year. Unlike Western markets where desktop computers led the way, the African internet experience has been mobile-first from the start. Mobile internet access has kept growing over time. It is a collection of distinct national markets, each with its own regulatory framework, payment infrastructure, and cultural preferences.

Showmax (South Africa, Pan-African) – Homegrown Film and Series Streaming

• Ultimately, Mdundo shows how entertainment-tech can scale by respecting on-the-ground realities, especially in East Africa.
• The phone is often enough, and many people are frequently plugged in.
• Moreover, it comes bundled on millions of Transsion smartphones (Tecno, Infinix, Itel), giving it strong distribution across the continent.
• Therefore, when you look at future stars in streaming or fan engagement, you often find them in these cities.
• Mobile money, for instance, achieved mainstream adoption in East Africa years before similar systems gained traction elsewhere.
• The commercial value of shared experiences therefore extends beyond ticket or box-office revenue.
• The growth of digital entertainment carries a financial dimension that consumer advocates increasingly emphasise.
• Consequently, many Afrobeats and Amapiano stars use it as a core channel for new releases and fan engagement.
• The Reserve Bank has supported faster payment systems such as PayShap, which have helped a lot.
• Africa's role in global digital entertainment will continue to grow as connectivity and payment systems improve.
• How can organisations turn audience growth into long-term value?
• Additionally, they fight fraud by generating secure digital tickets and tracking entries accurately.

Media businesses and creators will need to build assets they can control, including intellectual property, trusted brands, direct customer relationships, first-party data, and multiple routes to market. Video is expanding across screens, while mobile is bringing gaming within reach of more consumers. South Africa’s scale is supported by an advanced communications infrastructure, a sophisticated advertising ecosystem, and high levels of digital adoption. In addition, remember that every stream, ticket, and subscription helps build a stronger creative ecosystem for the continent.

Additionally, Mdundo’s ad-supported model helps keep costs low while paying artists through revenue share. In addition, fans discover new songs and genres through editorial playlists and social features. Additionally, this is not a complete list of every strong company, but it captures key leaders and signals across the continent. Additionally, major events like Africa Tech Festival now include tracks focused on content, media, and creator economies.

This wider reach creates questions about jurisdiction, taxation, licensing and consumer protection. Language, payment methods, internet costs and local media habits all influence how people use a platform. The consumers who thrive in this environment are those who approach it deliberately — understanding what they are paying for, how much time they are investing, and what the actual odds and outcomes of their choices are. According to reporting by Reuters, governments across emerging markets are grappling with how to regulate fast-evolving digital services without stifling the innovation and economic activity they generate. This reflects a broader and healthier shift toward informed, calculated engagement with online entertainment — the same analytical mindset that financial literacy advocates have long encouraged consumers to apply to their money.

• Additionally, these startups blend culture, community, and code to create fresh digital experiences that match the continent’s creative energy.
• In addition, Ghanaian artists and filmmakers reach diasporic audiences through platforms like Showmax and Boomplay, extending their impact beyond local TV.
• Regional partnerships are being signed more frequently.
• Affordability remains one of the most important factors influencing digital media adoption across Africa.
• In addition, Ticketpro’s tools help customise seating, VIP experiences, and group packages that enhance fan engagement.
• Technology is lowering barriers to content creation, allowing more creators, publishers, podcasters, and independent production companies to participate.
• South Africa’s music, radio, and podcasts market is also forecast to grow from R8.0bn in 2025 to R10.6bn in 2030.
• Dive into our Global Perspectives report for key findings and insights into the global E&M industry.
• A music app and two streaming services, a short video feed, a gaming account, and a sports subscription on top.
• These applications are particularly relevant in markets where linguistic diversity and fragmented audiences can limit content reach.

This requires trusted first-party data, clear audience definitions, effective activation, transparent media spending, and measurement frameworks that extend beyond impressions and reach A sustainable OTT proposition must balance affordability, differentiation, and monetisation. Copyright, licensing, attribution, source verification, misinformation, privacy, bias, and brand safety will require clear accountability and human oversight. The commercial value of shared experiences therefore extends beyond ticket or box-office revenue. South Africa’s music, radio, and podcasts market is also forecast to grow from R8.0bn in 2025 to R10.6bn in 2030.

The Infrastructure Question

By 2030, 5G penetration is forecast to reach 86.8% in South Africa, 51.6% in Kenya, and 35.3% in Nigeria.

Regional partnerships are being signed more frequently. It is influencing trends across the continent. For many people, that conversation is part of the real entertainment.

After winning AFCON 2027 hosting bid, Kenya, Uganda and Tanzania push for common visa to boost regional tourism

• Consequently, listeners discover African voices in technology, culture, comedy, and lifestyle without relying only on global apps.
• Ultimately, entertainment-tech is not only about front-end apps; it is also about back-end tools like Shamba Records that protect creative value.
• Online betting accounted for 60% of gross gambling revenue.
• Additionally, they fight fraud by generating secure digital tickets and tracking entries accurately.
• In addition, they integrate with social and messaging platforms to drive last-minute sales or updates.
• Mobile and fixed services remain the largest E&M revenue pool in all three markets.
• Video internet advertising is forecast to grow at 18.2% a year in Kenya.
• Specifically, the following ten African entertainment tech startups stand out for their impact on streaming, ticketing, and fan engagement.
• Technology is lowering barriers to content creation, allowing more creators, publishers, podcasters, and independent production companies to participate.
• Furthermore, digital ticketing reduces fraud and improves security at venues, which boosts trust between organisers and fans.
• Africa's digital leisure market is not a single thing.

Trusted first-party data, effective activation, and credible measurement will become more important as attention fragments across broadcasters, publishers, retailers, streaming platforms, creators, and social media. In Seriezloaded on second-screen viewing South Africa, connected television is expected to play a more prominent role as smart-TV penetration and streaming adoption increase. Growth is shifting towards formats that offer stronger audience insight and clearer links to commercial outcomes.

With an estimated 60 million people engaging with some form of digital gaming or online entertainment daily, the market's scale reflects a population that treats the phone as its primary leisure device. That model maps almost exactly onto what African consumers are now demanding from digital leisure platforms. It is worth being specific about what African users are actually doing online in their leisure time, because the picture is more varied than the headlines suggest. In markets where traditional banking is inaccessible or inconvenient, the ability to top up a gaming or entertainment platform the same way you send money to a relative has removed the single biggest barrier to entry. South Africa led with $296 million, but Nigeria posted the highest growth rate at 7.4% CAGR, driven almost entirely by mobile access, with more than 80% of its population connecting to the internet via smartphone.

Perspectives from the Global Entertainment & Media Outlook 2026–2030

Ultimately, CREATIVE CREDITAI shows how African innovation can support influencer culture and creator economies directly. Ninthly, CREATIVE CREDITAI, listed in the African startup directory, builds an AI-driven financial management and credit assessment platform for creatives. Ultimately, entertainment-tech is not only about front-end apps; it is also about back-end tools like Shamba Records that protect creative value.

Consequently, many Afrobeats and Amapiano stars use it as a core channel for new releases and fan engagement. Moreover, it comes bundled on millions of Transsion smartphones (Tecno, Infinix, Itel), giving it strong distribution across the continent. Ultimately, Mdundo shows how entertainment-tech can scale by respecting on-the-ground realities, especially in East Africa. Moreover, it focuses on low-data usage and easy downloads, which fit users who rely on affordable Android phones and prepaid data.

The financial literacy dimension

It is shaping it — demanding products that are affordable, data-efficient, and increasingly interactive. This youthful, mobile-native population is not merely consuming digital entertainment passively. Mobile money, for instance, achieved mainstream adoption in East Africa years before similar systems gained traction elsewhere. With one of the youngest populations in the world — the median age in Nigeria is under 20 — the continent represents the future of digital consumption.

How are video and gaming changing audience behaviour?

In addition, Ticketpro’s tools help customise seating, VIP experiences, and group packages that enhance fan engagement. In addition, fans get easier access to high-quality African content without relying only on global platforms. In addition, Mdundo works with local artists and DJs to build region-specific playlists and catalogues. Additionally, uduX positions itself as a home for African sounds, competing by understanding local taste rather than copying global models.

Moreover, they reshape how value flows between artists, fans, and brands, using technology as the bridge. Additionally, they host local creators who share stories, interviews, and commentary rooted in African realities. Consequently, creators can fund tours, video shoots, studio time, or marketing campaigns without giving up full control to labels.

Cape Town city ranking hits 15th globally in 2026

Ultimately, entertainment-tech strengthens influencer culture by treating creators as entrepreneurs, not just talent. Furthermore, these startups sit alongside a wider wave of influencer platforms, creator marketplaces, and community apps. Additionally, they fight fraud by generating secure digital tickets and tracking entries accurately. In addition, artists and rights owners gain clearer insights into who listens or watches their work. Moreover, this raises visibility and helps startups secure strategic partnerships with telcos, media houses, and brands. In addition, advertisers tap into focused, loyal audiences who value authenticity and depth.

Six African markets pull most continental FDI

Successful services study these differences instead of treating Africa as one uniform market. Digital services do not grow in exactly the same way across the continent. A platform that loads slowly may lose users before its content even appears. A large share of consumers rarely use a desktop computer.

Platforms that support familiar local payment methods often perform better than those that depend on international cards alone. This does not mean consumers have no protection, though the level of oversight can vary. Similar frameworks are still developing in several African markets. European platforms often appear in international search results even when their services focus on a domestic market. Digital platforms can reach users across national borders with less friction than traditional businesses.

Ultimately, platforms like uduX push Afrobeats, Alte, and other subcultures deeper into everyday digital life. Furthermore, uduX works closely with artists and labels to improve revenue sharing and visibility. Moreover, it offers curated playlists, exclusive releases, and partnerships with telecoms to lower data costs for listeners. Firstly, uduX is a Nigerian music streaming platform that focuses on African catalogues and local user behaviour. Therefore, use it as a starting point to discover more players, trends, and opportunities.

Additionally, they show that creators can gain more control over their careers by using tools designed for local realities. In addition, Ghanaian artists and filmmakers reach diasporic audiences through platforms like Showmax and Boomplay, extending their impact beyond local TV. Additionally, each market combines strong creative industries with growing tech talent and startup support networks. Additionally, this kind of infrastructure matters deeply for musicians, filmmakers, and content creators seeking transparency.

Ultimately, BuuPass reflects a wider trend where African startups reuse proven rails to enter entertainment value chains. Consequently, fans get a single, trusted interface for different kinds of tickets, which improves adoption. Moreover, as it grows, the same technology stack can power ticketing for events and experiences, especially where mobility and entertainment overlap. Ultimately, this kind of infrastructure is vital for making African concerts and festivals smoother, safer, and more profitable.

Online betting accounted for 60% of gross gambling revenue. Social media engagement is among the highest in the world by time spent, particularly on TikTok and YouTube. Kenya's broader entertainment and media sector grew 7.1% in 2024, outperforming global averages. Africa's shift from passive consumer to active digital participant is happening faster than most analysts predicted, and it is being driven not by desktop broadband but by the smartphone in someone's pocket on a Nairobi matatu or a Lagos bus. Today it pays for streaming subscriptions, gaming top-ups, and online platform access across Kenya, Tanzania, Uganda and beyond. That single fact — unremarkable to millions of Kenyans — explains more about Africa's digital leisure revolution than any market report.

• Ultimately, if you care about music, film, live events, and influencer culture, this is the ecosystem you need to watch.
• This does not mean consumers have no protection, though the level of oversight can vary.
• Therefore, use it as a starting point to discover more players, trends, and opportunities.
• Ultimately, CREATIVE CREDITAI shows how African innovation can support influencer culture and creator economies directly.
• Additionally, follow funding updates from platforms like Disrupt Africa to see which entertainment-tech startups raise capital next.
• Additionally, they host local creators who share stories, interviews, and commentary rooted in African realities.
• Kenya’s growth is underpinned by connectivity, digital payments, and online engagement.
• Additionally, they prioritise African catalogues and languages, giving regional content prime placement rather than side categories.
• As digital entertainment grows, regulators across Africa are working to establish appropriate frameworks.

Every hour spent on these platforms feeds data into local ad networks, payment systems, and content studios. Operators in Nigeria, Kenya, Ghana, and Egypt often watch the South African market because it can signal wider regional trends. The Reserve Bank has supported faster payment systems such as PayShap, which have helped a lot. The infrastructure that M-Pesa built for financial inclusion did not just change how Africans manage money.

Additionally, these startups blend culture, community, and code to create fresh digital experiences that match the continent’s creative energy. In many African markets, the smartphone is the main device people use to access the internet. Africa's digital economy is expanding quickly as more people gain access to smartphones, mobile internet and digital payment services. While subscription streaming dominates consumer spending in North America and Europe, African users channel a larger share toward mobile games, social platforms, and increasingly, interactive and skill-based online games. Affordable smartphones, expanding mobile data coverage, and a young, digitally fluent population have combined to create one of the fastest-growing digital entertainment markets in the world. Across Nigeria and the wider African continent, the way people spend their leisure time has shifted dramatically over the past decade.

Innovation Hubs Powering African Entertainment Tech Startups

What makes Africa’s digital entertainment boom particularly significant is its demographic foundation. But until those frameworks mature fully, much of the responsibility for making sound decisions rests with individual users. As digital entertainment grows, regulators across Africa are working to establish appropriate frameworks. Knowing the numbers, tracking spending, and making deliberate rather than impulsive decisions are skills that transfer directly from informed digital entertainment to sound personal finance. Microtransactions, in-app purchases, and subscription models are designed to feel small and frictionless, but they accumulate. These games have attracted a growing audience precisely because they reward understanding rather than pure luck.

If the platform does not deliver, people leave without a second thought. You can top up a streaming account or buy game credits, or fund a gaming wallet in under a minute without ever leaving the app. It is the same mindset people use across much of South Africa’s digital economy. People have moved on from the days when TV largely decided what the evening looked like. All of that means more people can watch, play, and browse whenever they want, wherever they are.

Storipod (Pan-African) – Audio, Storytelling and Community

The phone is often enough, and many people are frequently plugged in. Smartphones have turned living rooms, taxi rides, shop queues, and lunch breaks into places where people often consume entertainment. These days, a night at home with a charged phone, enough data, and a good streaming app is exactly what a lot of people want to do. In Africa, Business, Culture, Entertainment, Gaming, South Africa, Technology

Connectivity is expanding digital audiences, advertising is becoming more sophisticated, and consumers are engaging with content across an increasingly diverse mix of platforms, formats, and experiences. Pricing, advertising-supported models, bundling, and flexible propositions can help services reach wider audiences without relying exclusively on subscription growth. Streaming, social media, short-form video, and audio services increasingly help audiences discover films, artists, events, and cultural experiences. Payment fragmentation remains a genuine challenge, M-Pesa dominates East Africa, but MTN Mobile Money, Opay, and Palmpay each serve different markets, meaning platforms that want continental reach need to integrate multiple payment systems. Locally relevant content and effective discovery can also help services differentiate as consumers gain access to more viewing options.

How can organisations turn audience growth into long-term value? Increasingly, competitive advantage comes from understanding the audience relationship. The pace of change varies by market, requiring businesses to manage both established and emerging channels simultaneously.

Ultimately, this data helps them plan tours, releases, and collaborations based on real audience behaviour. Furthermore, local streaming apps integrate with payments such as mobile money and airtime billing. Importantly, the impact of these African entertainment tech startups goes beyond simple app downloads. Ultimately, if you want to track where the next big entertainment-tech player will emerge, follow these hubs closely. Therefore, when you look at future stars in streaming or fan engagement, you often find them in these cities.

Local films accounted for almost half of Nigeria’s box-office revenue in 2025. Nigeria records the strongest growth at 22.8% a year, although cinema remains a relatively small category in absolute terms. OTT grows faster but remains below traditional TV through 20230

People Want to Choose for Themselves

• Users should check whether a platform publishes clear terms, provides contact details and explains how personal data is handled.
• Consequently, many Afrobeats and Amapiano stars use it as a core channel for new releases and fan engagement.
• A new wave of African entertainment tech startups is transforming streaming, ticketing and fan engagement across Nigeria, South Africa, Kenya and Ghana.
• Moreover, it built a global audience for Nigerian films long before most people could access them easily online.
• In addition, Mdundo works with local artists and DJs to build region-specific playlists and catalogues.
• The phone is often enough, and many people are frequently plugged in.
• Moreover, as it grows, the same technology stack can power ticketing for events and experiences, especially where mobility and entertainment overlap.
• The pace of change varies by market, requiring businesses to manage both established and emerging channels simultaneously.
• Successful services study these differences instead of treating Africa as one uniform market.
• Moreover, many African artists and influencers struggle to access formal finance because banks do not understand their income patterns.
• Distributed by AllAfrica Global Media (allAfrica.com).
• Fixed broadband is growing faster than mobile services, expanding the audience for streaming, gaming, connected television, and other data-intensive experiences.

Notably, this brings founders, investors, and artists into the same rooms to shape the future of African entertainment. As a result, startups that solve these needs quickly gain loyal users and regional scale. As a result, you get a clear view of the landscape, plus practical signals to follow if you want to invest, collaborate, or build in this space. Moreover, we focus on platforms for music and film streaming, ticketing, fan engagement, and creator monetisation. Furthermore, global streaming giants still dominate headlines, but they rarely capture the full depth of African creativity. Ultimately, if you care about music, film, live events, and influencer culture, this is the ecosystem you need to watch.