Media - South Africa | Statista Market Forecast

Revenue in the Media market in South Africa is projected to reach US$6.63bn in 2024.
The largest market within this market in South Africa is TV & Video, which has a market volume of US$3.71bn in 2024.
In a global context, the highest revenue will be generated the United States, amounting to US$541.20bn in 2024.
Furthermore, in the Media market in South Africa, it is anticipated that 20.43% of total revenues will be generated through digital Media market by 2029.
South Africa's media landscape is increasingly embracing digital platforms, reflecting a shift in consumer behavior towards on-demand content and interactive engagement.

Definition:

The media market encompasses a diverse array of platforms and channels that facilitate the creation, distribution, and consumption of content, such as news, entertainment, and information. It includes traditional outlets like television, radio, and print publications, as well as digital platforms like social media, streaming services, and online news websites. This market plays a central role in shaping public discourse, cultural trends, and the dissemination of information on a global scale, making it a critical component of modern society.

Structure:

The market consists of several parts, namely Books, Games, Music, Radio & Podcasts, Newspapers & Magazines and TV & Video. These markets encompass digital and traditional revenues.

Additional Information:

The market comprises revenues, users, average revenue per user, penetration rates and advertising spendings. Revenues are generated through purchases, subscriptions, consumer spending or ad spendings. Key players of the market are companies, such as Netflix, Spotify, Activision or Amazon.
Market numbers for all the digital markets can also be found in the Digital Media topic.

Traditional media with non-digital revenues from TV, radio, music, print, and video games
Digital media with digital revenues from OTT video, music streaming, video games, digital versions of Newspapers & Magazines with ePapers & eMagazines, and eBooks

Movie theater ticket sales
Public licence fees collected in form of a tax (e.g. income tax in the Nordic countries)
Demo/trial versions
Esports & gaming advertising revenues

The Media market in South Africa has been experiencing significant growth and development in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this positive trajectory. Customer preferences in the South African media market have shifted towards digital platforms. With the increasing availability of smartphones and internet access, consumers are now able to consume media content on-the-go. This has led to a rise in demand for digital media services such as streaming platforms, online news portals, and social media. Additionally, there is a growing preference for personalized and interactive content, as consumers seek more tailored and engaging experiences. Trends in the South African media market reflect the global shift towards digitalization. Traditional media platforms such as print newspapers and television are facing challenges as consumers increasingly turn to digital alternatives. Advertisers are also following this trend, allocating more of their budgets towards digital advertising channels. As a result, digital advertising revenue has been growing at a faster rate compared to traditional advertising revenue. Local special circumstances in South Africa have also played a role in the development of the media market. The country's young and tech-savvy population has embraced digital media, driving the demand for digital content and services. Furthermore, the South African government has implemented policies to promote digital inclusion and access to information, which has contributed to the growth of the digital media sector. Underlying macroeconomic factors have also influenced the development of the media market in South Africa. The country has experienced steady economic growth in recent years, which has resulted in an increase in disposable income. This has allowed consumers to spend more on media and entertainment, driving the growth of the market. Additionally, the increasing urbanization and middle-class population have contributed to the expansion of the media market, as these groups have higher media consumption rates. In conclusion, the media market in South Africa is developing in response to customer preferences, global trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms, the rise of personalized content, and the growth of digital advertising are all contributing to the positive trajectory of the market. With the continued growth of the digital economy and the increasing availability of internet access, the media market in South Africa is expected to continue its upward trend in the coming years.

Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.