Affordability is key to Showmax’s ambition and goal to be number one streamer in Africa. Picture: Supplied
South Africans are abandoning traditional TV in favour of streaming services, with linear viewership dropping 12.5% from 2019 to 2023.
Many South Africans are now migrating to streaming platforms like Netflix and Showmax, discarding traditional pay TV offerings.
This change in how people watch shows and movies has been growing in recent years as on demand viewing, rather than scheduled programming, appears to find favour with those who can pay for TV.
According to the Broadcast Research Council (BRC), the number of households watching traditional linear TV has dropped significantly.
From 2019 to 2023, households watching linear TV fell by 12.5%, said the BRC. Even though the total number of households increased from 17.3 million to 18.2 million, those watching traditional TV decreased from 15.9 million to 13.9 million.
This means that the percentage of households watching linear TV went from 92% in 2019 to 76% in 2023.
According to the BRC, this shift in South African viewing behaviour was caused by several factors, including lockdown, load shedding, more affordable streaming options, higher internet and smartphone access levels, and the switch-off of analogue TV signals.
In addition, the loss of income caused by the lockdown and other economic factors made it difficult for people in poorer households to buy or fix TV sets, which also contributed to the decrease in linear TV viewership.
However, this does not mean everyone has stopped watching TV.
Many households still prefer traditional TV, especially those who use services like SABC and DStv.
However, viewers often find traditional TV less flexible. With DStv, you have to wait alotted scheduled programming to watch your favourite shows.
Abigail Radebe from Welgedacht, Springs, who uses both traditional TV and streaming services, outlines the flexibility of streaming.
“I love DStv, but sometimes I miss my shows because I can’t always be at home at the right time.”
On the other hand, streaming offers more convenience and flexibility. Viewers can watch what they want, when they want. She said, “streaming has changed the way I watch TV. I can binge my favourite shows without being tied to a schedule.”
This is a common feeling among many who enjoy the wide range of content available on streaming services.
Streaming platforms also offer a greater variety of content than traditional TV.
With original series, movies, and exclusive shows, streaming services cater to different tastes, making it easy for viewers to find something they like.
DStv has also joined the streaming trend, launching DStv Stream, which makes it easier for users to access their favourite shows on-demand.
This allows viewers to enjoy more flexibility while still having access to traditional TV content.
Additionally, streaming services are often cheaper than traditional cable packages.
Viewers can access a lot of content for a lower price, which encourages more people to switch to streaming.
“I can get so much more for my money with streaming, and I don’t have to pay for channels I don’t watch,” said Thulani Mabena a resident from Welgedacht (Springs) who consumes Netflix and Showmax mostly.
While traditional TV, especially through services like DStv, still holds a place in many South African homes, the rise of streaming services shows a big change in how people watch television.
As more viewers enjoy the convenience and flexibility of streaming, the way we consume TV continues to evolve.
IOL