Subscription-based video-on-demand service, ShowMax, has entered into a partnership with Telkom SA to provide users with zero-rated data for streaming content. The new partnership has set itself the aim of popularising Subscription Video on Demand (SVOD) services in South Africa.

"In South Africa, the adoption of SVOD has been relatively modest due in part to the availability of services and also concerns over data usage. This is now set to change thanks to this partnership," said Telkom SA in an announcement.

The telecommunications services provider cited research by telecoms and media research firm Ovum which predicted that number of people using Internet-based services to watch series and movies would hit the 100 million mark in 2015.

Telkom SA says new and existing users of its Telkom Summer Unlimited plan will have access to unlimited data to stream content on ShowMax.

John Kotsaftis, general manager of ShowMax South Africa welcomed the deal with Telkom. "SVOD is a relatively new concept in SA with data usage and concerns over data caps being the main barriers to adoption. In the four months since we launched ShowMax, the clear message is that people love the concept and the content, and now all they need is a solution on the data side of things. This is why these Unlimited Telkom products are so important."

In addition to Attila Vitai, Telkom consumer managing director echoed Kotsaftis' sentiments in addition to calling the partnership a "perfect combination".

"The move to video on demand is happening across the globe, and we think it's going to change the way people experience shows and movies in South Africa. These Unlimited offerings will let Telkom customers immerse themselves without worrying about data usage or data costs."said Vitai.