Senior Account Manager, Luca Dignam gives insights on how the increase in consumers opting for video-on-demand (VOD) is changing the viewing habits in South Africa hence making it challenging for marketers to reach their audiences.
Some stats from the latest Establishment Survey point out that total TV viewing for all adults is at 89.7%. Viewing on a TV set accounts for 86.7% whereas streaming is currently at about 10% equals 3.8 million of the total TV market of 34.7 million.
Currently, there are more than 14 million pay-TV viewers meaning that consumers want to pay for what they would like to stream.
South Africans have access to entertainment options including DSTV, Netflix, Showmax, Google Play, iTunes and DEOD (Digital Entertainment on Demand).
DEOD is the first fully converged on-demand, pay-per-view and linear internet TV service in South Africa. DEOD Television viewing lets audiences tailor their packages based on their individual needs. Read More