Video-on-demand consumed by 63% of South Africans | VOD | News | Rapid TV News
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Growing subscriptions to online video services are complementing traditional TV viewing habits in South Africa, according to a survey by media measurement company Nielsen.

The company’s latest survey found that 63% of South Africans watch video-on-demand (VOD) content online, with 79% doing so at least once a week. The survey, part of a global study, was conducted at the end of 2015, prior to the launch in South Africa of US streaming giant Netflix and PCCW’s, but following the introduction of Naspers’ ShowMax and MTN’s FrontRow.

“The projected growth of VOD programming services in SA has the potential to create opportunities for all players in the media ecosystem,” Craig Henry, managing director, Nielsen SA is quoted as saying in BDLive.

“For audiences, advertisers and content providers alike, advantage will be gained with an in-depth and keen understanding of not just how consumer viewing dynamics are changing, but why they are changing.”

Most South Africans (85%) had no plans to cut the cord and cancel their existing satellite TV service in favour of an online-only service, according to the survey. However, 87% enjoyed the convenience of watching on-demand content on their TV, computer, tablet, mobile phone or other online device.

Binge viewing is also popular in South Africa, with 71% of online viewers consuming multiple episodes of TV dramas in one sitting, said Nielsen.

Online advertising is not so popular, with 77% of South African respondents not happy with advertising, and most of these 71% wanting to block it. However, 64% said they would prefer advertising if it was only for products they were interested in, and 54% said they would accept commercials if they could view free content.