Women in Nigeria express more interest in video on demand (VoD) than the men in the West African country, according to research by communications technology firm, Ericsson, and &Innovation.

&Innovation is a specialist innovation and commercialisation service consultancy in the technology, media and telecoms industries.

Speaking ahead of this year's AfricaCom conference in Cape Town, South Africa, Nevo Hadas, a partner and director at &Innovation, said more people in Africa are now accessing content from their mobile phones or tablets rather than a TV.

Hadas explained that for Nigerian women watching VoD content is usually the first time they get to choose what they want to see.

He stated that these women also have a strong desire for local content, content that reflects their daily lives.

Key players in the VoD space include YouTube and Africa-focused players such as iROKOtv and Multichoice's DStv.

According to research from Balancing Act there are more than 20 emerging VoD platforms related to African content with various differentiators.

"There is a strong demand for on-demand video entertainment," said Hadas.

"The rapid rise in VoD presents an opportunity for African telecom operators as well as content producers and distributors to grow their revenues and position themselves at the forefront of an emerging technology that will disrupt multiple industries in years to come," he stated.

Hadas added that the African VoD market is gaining traction as growing economies are increasing disposable income, driving both smartphone adoption and data use.

Ericsson expects that by 2020 50% of viewing will be video on demand.