OTT Video - South Africa | Statista Market Forecast

In South Africa, revenue in the OTT Video market market is projected to reach US$453.00m in 2024.
Revenue in this market is expected to show an annual growth rate (CAGR 2024-2029) of 6.66%, resulting in a projected market volume of US$625.30m by 2029.
The largest market within this market in South Africa is Video Streaming (SVoD), which is anticipated to have a market volume of US$248.00m in 2024.
In a global context, most revenue will be generated the United States, which is expected to reach US$133.70bn in 2024.
In South Africa's OTT Video market market, the number of users is expected to amount to 40.6m users by 2029.
User penetration in South Africa will be 56.5% in 2024 and is expected to increase to 63.4% by 2029.
The average revenue per user (ARPU) in South Africa's OTT Video market market is projected to reach US$13.15 in 2024.
The usage share of Netflix in South Africa amounts to an estimated 21.0% of the Videostreaming (SVoD) market in 2023.
In South Africa, the OTT video market is experiencing significant growth as consumers increasingly favor localized content and flexible viewing options.

Definition:

OTT Video refers to a digital media distribution model where users can access and watch video content at their convenience, usually through an online platform or service. With VoD, users have the flexibility to choose what content they want to watch, when they want to watch it, and how they want to consume it. This allows users to stream or download video content on demand, without the need for traditional broadcasting schedules or physical media. VoD platforms typically offer a wide range of content, including movies, TV shows, documentaries, and other video content, which can be accessed and viewed instantly or stored for later viewing. VoD has become increasingly popular in recent years, offering convenience, flexibility, and a personalized viewing experience for users.

Structure:

The market consists of several markets, namely Video Streaming (SVoD), which is streaming on a subscription basis, Pay-per-View (TVoD), which is paying for digital video content and watch it online, Video Downloads (EST), which is the download of digital video content and OTT Video Advertising, which is the advertising in video streaming.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for OTT Video can also be found in the video-on-demand market. Key players in the market are companies, such as Netflix, Amazon or Disney+.

Rentals as single transaction or pay-per-view (transactional VoD or TVoD)
Subscription-based services (subscription VoD or SVoD)
Digital purchases via download or permanent cloud storage (electronic-sell-through or EST)
OTT Video Advertising
Free ad-supported streaming TV (FAST) services, such as Pluto TV or Freevee

Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
Physical home video (DVD & Blu-ray)
Traditional TV advertising

The OTT Video market in South Africa is experiencing significant growth and development. Customer preferences are shifting towards online streaming services, driving the demand for OTT Video platforms. The market is witnessing several trends, including the rise of local content, the adoption of mobile streaming, and the increasing competition among OTT Video providers. Additionally, local special circumstances and underlying macroeconomic factors are contributing to the market's development. Customer preferences in South Africa are increasingly favoring OTT Video platforms over traditional TV services. The convenience and flexibility of streaming services allow users to access a wide range of content anytime and anywhere. As a result, more consumers are opting for subscription-based services that provide on-demand access to movies, TV shows, and original content. This shift in customer preferences is driving the growth of the OTT Video market in South Africa. One of the key trends in the market is the rise of local content. South African audiences are showing a growing interest in locally produced movies, TV shows, and documentaries. OTT Video platforms are capitalizing on this trend by investing in the production and acquisition of local content. This strategy not only attracts more subscribers but also helps to promote and support the local entertainment industry. Another trend in the market is the adoption of mobile streaming. South Africa has a high mobile penetration rate, and many consumers rely on their smartphones for internet access. OTT Video providers are tapping into this trend by offering mobile-friendly platforms and optimizing their services for mobile devices. This allows users to stream their favorite content on the go, further fueling the growth of the OTT Video market. Competition among OTT Video providers is also intensifying in South Africa. Global players like Netflix and Amazon Prime Video are competing with local platforms such as Showmax and DSTV Now. This competition is driving innovation and improvement in the quality of content and user experience. OTT Video providers are constantly expanding their libraries, enhancing their recommendation algorithms, and offering competitive pricing plans to attract and retain subscribers. In addition to these trends, there are local special circumstances that are shaping the OTT Video market in South Africa. The country has a diverse population with multiple languages and cultures. OTT Video platforms are catering to this diversity by offering content in different languages and genres. This localization strategy helps to attract a wider audience and cater to the specific preferences of South African viewers. Underlying macroeconomic factors also play a role in the development of the OTT Video market in South Africa. The country has experienced improvements in internet infrastructure and connectivity, making it easier for consumers to access streaming services. Additionally, the increasing affordability of smartphones and data plans has made online streaming more accessible to a larger portion of the population. Overall, the OTT Video market in South Africa is thriving due to changing customer preferences, the rise of local content, the adoption of mobile streaming, and intense competition among providers. Local special circumstances and underlying macroeconomic factors further contribute to the market's growth and development. As the demand for online streaming continues to rise, the OTT Video market in South Africa is expected to expand further in the coming years.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. 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) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, 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.