How streaming is disrupting TV viewership in SA

Recent data compiled by Reach Africa sheds light on the changing landscape of media consumption in South Africa. Leslie Adams, Sales Director at Reach Africa, joined CNBC Africa to discuss the findings and trends shaping the industry. Adams highlighted the significant shift towards streaming services in the country, attributing this change to the long-standing issue of load shedding which has forced consumers to seek alternative forms of entertainment. South Africa currently boasts over 26 legal streaming services, catering to a wide range of interests from sports enthusiasts to fans of international content like Disney+. This proliferation of streaming options has presented consumers with a dilemma - while traditional providers like DSTV face cost perception barriers, the rising number of streaming platforms has made it challenging for viewers to choose where to invest their money. The competition between traditional TV networks and streaming services is intensifying, with platforms like View emerging as major players in the South African market. According to Adams, the future of media consumption in South Africa is likely to be dominated by video-on-demand services, further challenging the dominance of traditional TV networks. While some have predicted the demise of television, Adams believes that there is still a place for TV in the evolving media landscape. He emphasizes that content remains the key driver of consumer preferences, noting that viewers now have a myriad of options to access their favorite shows and movies. Overall, the data indicates a seismic shift in how South Africans consume media, with streaming services posing a formidable challenge to traditional TV providers.