Advertising (AVoD) - South Africa

The Advertising (AVoD) market) market in South Africa is anticipated to witness significant growth in the coming years.
By 2024, the projected revenue is estimated to reach US$43.49m South_African Rand.
This growth is expected to continue at a compound annual growth rate (CAGR) of 7.65% between 2024 and 2027, resulting in a projected market volume of US$54.26m South_African Rand by 2027.
In terms of user base, the number of users in the Advertising (AVoD) market) market is projected to reach 21.3m users by 2027.
This indicates a user penetration rate of 30.7% in 2024, which is expected to increase to 33.2% by 2027.
When compared globally, United States is expected to generate the highest revenue in the Advertising (AVoD) market) market, projecting a revenue of US$24.25bn US Dollars in 2024.
This highlights the dominant position of the United States in the global Advertising (AVoD) market) market.
Furthermore, the average revenue per user (ARPU) in the Advertising (AVoD) market) market is projected to amount to US$2.28 US Dollars in 2024.
This metric provides insights into the monetization potential of each user within the market.
Overall, the Advertising (AVoD) market) market in South Africa is poised for growth, with increasing revenue, user base, and average revenue per user.
This indicates a favorable market environment for businesses operating in this sector.
South Africa's AVoD market is experiencing a surge in digital advertising, driven by the increasing internet penetration and smartphone adoption in the country.

Definition

AVOD (Advertising-based Video on Demand) refers to the practice of offering video content to viewers for free, with advertisements inserted into the content as a way of monetizing it. AVOD platforms can include streaming services, video sharing sites, and other digital platforms that offer free video content. AVOD advertising can take different forms, including pre-roll ads that play before the content, mid-roll ads that play during the content, and post-roll ads that play after the content. Advertisers can target their ads to specific demographics, interests, or behaviors, and measure their effectiveness through metrics such as viewer engagement, click-through rates, or conversions.

Additional information:

Video on demand advertising comprises advertising spending, users, average revenue per user and penetration. The market only displays B2B spending. Figures are based on music streaming advertising spending and exclude agency commissions, rebates, production costs, and taxes.

Pre-roll ads, such as those featured on YouTube and Dailymotion
Mid-roll ads, such as those featured on YouTube and Dailymotion
Banner ads, such as those featured on YouTube and Vimeo

Video advertising on subscription-based streaming services, such as Netflix and Disney+
Audio advertising on music streaming platforms
Non-video AVoD-related advertising, such as sponsorships of an AVoD platform's website or merchandise

One key trend is the increasing adoption of programmatic advertising, which uses data and algorithms to automate the buying and selling of ad space. This has made AVOD advertising more efficient, scalable, and effective, as advertisers can target specific audiences with relevant ads in real-time. Another trend is the rise of ad-supported streaming services, which offer viewers a way to access premium content for free in exchange for watching ads. This has become a popular model for AVOD platforms, as it allows them to attract and retain a large audience while generating revenue from advertisers.

Advertising-based video on demand (AVOD) has seen strong growth in recent years, driven by several factors. One key factor is the increasing popularity of online streaming platforms, which offer viewers a convenient and flexible way to access a wide range of content. As more people turn to these platforms for their entertainment needs, there is a growing audience for advertisers to reach. Additionally, AVOD offers several advantages over traditional forms of advertising, such as TV commercials. AVOD ads can be targeted to specific audiences based on their interests, demographics, and viewing habits, which makes them more effective and engaging.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on the video on demand advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, and connected devices).

Modeling approach:

Submarket size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Statista Global Consumer Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

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