Key regions: China, South Korea, Asia, France, United Kingdom
The TV & Video market in South Africa has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences have shifted towards on-demand streaming services and digital platforms, leading to a decline in traditional TV viewership. Additionally, the increasing availability of high-speed internet and the proliferation of smartphones have contributed to the growth of the market.
Customer preferences: South African consumers have shown a growing preference for on-demand streaming services and digital platforms. This shift can be attributed to several factors, including the convenience and flexibility of accessing content anytime and anywhere. With the rise of smartphones and the increasing availability of high-speed internet, consumers are opting for streaming services that offer a wide range of content options. This trend has led to a decline in traditional TV viewership, as consumers are no longer bound by scheduled programming and can choose what they want to watch at their convenience.
Trends in the market: One of the key trends in the TV & Video market in South Africa is the growth of subscription video-on-demand (SVOD) services. Companies like Netflix and Showmax have gained popularity among South African consumers, offering a vast library of movies, TV shows, and original content. These services have disrupted the traditional TV industry by providing an alternative to cable and satellite subscriptions. As a result, traditional broadcasters have started to invest in their own streaming platforms to compete with SVOD services. Another trend in the market is the increasing adoption of smart TVs. Smart TVs have become more affordable and accessible, allowing consumers to access streaming services directly from their televisions. This has further contributed to the decline in traditional TV viewership, as consumers can easily switch between traditional broadcasting and streaming services on a single device.
Local special circumstances: South Africa has a diverse population with multiple languages and cultures. This diversity has led to the development of niche content catering to specific communities. Streaming platforms have capitalized on this by offering a wide range of local content, including movies, TV shows, and documentaries in different languages. This has not only attracted local viewers but has also gained international recognition, leading to the export of South African content to other countries.
Underlying macroeconomic factors: The growth of the TV & Video market in South Africa is also influenced by underlying macroeconomic factors. The country has experienced an increase in disposable income, allowing consumers to spend more on entertainment. Additionally, the government has invested in improving internet infrastructure, making high-speed internet more accessible to a larger population. These factors have created a favorable environment for the growth of the TV & Video market in South Africa. In conclusion, the TV & Video market in South Africa is developing rapidly due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The shift towards on-demand streaming services and digital platforms, the increasing adoption of smart TVs, the availability of niche content, and the growth of disposable income and internet infrastructure have all contributed to the growth of the market. As the market continues to evolve, it is expected that streaming services and digital platforms will continue to dominate the TV & Video landscape in South Africa.
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 segment. This spending factors in discounts, margins, and taxes.Modeling approach / Segment size:
The segment 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 segment 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 segment. 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.
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