By Rakhee Naik. Streaming services have become a staple for South African consumers, with a strong rise in usage in recent years.
Streaming usage in South Africa for consumers with access to the Internet has risen from 55% in both 2022 and 2023 to 62% in 2024, showing just how popular it’s become. In August 2022, there were around 12.96 million users. By August 2024, that number had jumped to an estimated 15.65 million, according to KLA‘s YouGov Profiles survey. This expanding user base is a clear sign of how important streaming platforms are becoming in the South African media scene.
Streaming has changed how we watch TV
The data also shows that 71% of consumers feel streaming has changed how they watch TV. On-demand content makes it easier to watch more often, with 29% of users streaming several times a day and 23% streaming daily. Despite restrictions by providers, about 59% of people are still comfortable sharing their subscription details with close friends and family, which broadens the potential reach for marketing.
It’s also worth noting how often people stream. More than 35% of users have engaged with video-on-demand (VOD) services within the past day, and a combined 52% stream several times a day or daily. This high level of engagement means marketing on these platforms has a good chance of achieving significant visibility and impact.
Almost half of South Africans with access to the internet (47%) subscribe to streaming services like DSTV and Netflix, which lead the market with 34% and 31% usage, respectively. Showmax follows at 13%, while YouTube Premium and Prime Video have smaller shares.
Who is streaming in South Africa?
The demographics of active users who stream the most in South Africa offer some valuable insights for marketers and media strategists. Around 66% are employed, with 73% working full-time. Most users are younger — 33% are aged 25-34, and 25% are under 24. Another 23% are between 35-44, showing that streaming appeals to a wide range of ages.
When it comes to income, 64% of frequent streamers are in the lower income bracket, about 20% are in the higher income bracket, while 11% fall in the middle-income range. This shows that streaming is reaching people from all backgrounds. Geographically, Gauteng leads with 43% of users, followed by KwaZulu-Natal with 20%, and 10% in the Western Cape.
What this means for brands and budgets
As traditional advertising changes, brands need to get creative about how they use streaming platforms. Given the high engagement and changing consumer behaviours, ads that are seemingly effortlessly integrated into content, influencer partnerships, and personalised, data-driven marketing could help brands make better connections with their audience.
Streaming in South Africa is likely to keep growing, thanks to tech advancements and shifting consumer habits. This is a chance for marketers to innovate and connect with a growing, dynamic audience.
By keeping up with these trends, brands can get the most out of streaming platforms, helping them grow and build stronger connections with consumers.
Image supplied by KLA.
Methodology
- Profiles: Segmentation and media planning tool. With data collected daily, YouGov Profiles gives you the power to build and customise a portrait of your consumers’ world. More than 12,500 variables are available in South Africa.
- Dataset: 2024-08–18
- Population 1: Nationally representative sample of South African adults with access to the internet, aged 18+ (n ~ 5917)
- Population 2: Frequent users of TV and VOD (defined as several times a day, once a day, several times a week) (n ~ 3707)
Rakhee Naik is a managing consultant: Insights at KLA.
