eVOD, the on-demand streaming service from eMedia, the parent company of e.tv and Openview, has reported a 70% year-on-year growth in registered users. Thapelo Ramatsui, the brand manager for eVOD and local content, provided this information.
The video streaming landscape in South Africa is thriving, with strong competition from international players like Netflix and Disney+ alongside local platforms such as Showmax. Research conducted by global data analytics company BB Media indicates that DStv’s streaming service currently leads the subscription streaming market in South Africa with a net penetration rate of 16% as of Q3 2024. It is followed by Showmax at 11% and Netflix at 10%.
BB Media tracks over 500 streaming platforms operating in South Africa, of which only seven are locally based: DStv, Showmax, SABC+, eVOD, Todazon, AfriDocs, and Freevision Play. Ramatsui expressed enthusiasm over the positive momentum the platform has experienced since its launch, stating that the viewer response has exceeded expectations, resulting in a significant 70% increase in registered users compared to the previous fiscal year. This growth underscores the platform’s ability to deliver content that resonates with its audience.
Launched in August 2021, eVOD offers a diverse local and international content library. Although Ramatsui could not disclose specific subscriber numbers at this time, he emphasised the platform’s unique position within the South African market when asked about competition.
“Our focus isn’t to compete directly with other services but to establish ourselves as the premier platform for premium, free, and local content,” he explained. Ramatsui highlighted that eVOD aims to serve the South African audience in a way that global competitors may not be able to match by offering an exceptional blend of quality local and international content at no charge.
Local content is central to eVOD’s mission, and Ramatsui noted that the platform is dedicated to increasing its investment in eVOD Originals and sharing authentic South African narratives. “We have an exciting lineup of new projects in development, and we look forward to sharing more details soon,” he added.
Addressing the issue of data affordability, a significant concern for many South African viewers, Ramatsui mentioned that the platform has prioritised features such as offline viewing capabilities. “Our strongest strategy for tackling data costs has been empowering our users. We’ve rolled out a comprehensive download feature that allows viewers to utilise WiFi to download content onto their devices for later viewing without incurring mobile data charges, giving them greater control over their spending.”
To engage current viewers and attract new ones, eVOD focuses on content that truly resonates with its audience while refining its brand identity. Ramatsui stated, “This aligns with our commitment to delivering more local originals and exclusive series, which are key to our growth. Our new brand campaign, ‘Check It Out,’ is set to launch soon, aiming to create a bold presence in the market and strengthen our connection with audiences across South Africa.”
