Recent research has shown a significant decline in households consuming linear TV, with a 12.5% decrease over the past four years, according to The Broadcast Research Council of South Africa (BRC). This shift is paralleled by the increasing popularity of content streaming, with one in five South Africans now engaging in this method, as The Market Reach Foundation suggested.
Notably, popular streaming platforms such as Netflix and Showmax have gained substantial traction in South Africa, with approximately 6.3 million and 3.6 million subscribers, respectively. These findings are based on a sample of eight million interviewees, consisting of 55% male and 45% female respondents. A majority of participants, at least 55%, reside in metropolitan areas, while 30% and 15% dwell in urban and rural regions, respectively.
A key observation is the local audience’s strong preference for African content, particularly home-grown narratives. MultiChoice, for instance, has significantly invested in developing original South African series, positioning itself as the leading producer of indigenous content on the continent. The company’s FY24 results reveal its production of over 6,500 hours of local content, indicating a 12% year-on-year increase. Notably, the acclaimed series “Shaka Ilembe” garnered immense popularity, capturing the attention of over four million viewers upon its premiere on Mzansi Magic.
This intense audience engagement with local content exemplifies the emotional connection viewers form with characters. South African audiences often immerse themselves deeply in the series they watch and emotionally associate with the characters as real individuals. This phenomenon is evidenced by instances such as Hlubi Mboya being greeted as “Nandipha” by her character in Isidingo.
The changing landscape of content consumption also has implications for advertising. In the age of constant content stimuli and attention-grabbing tactics, traditional advertising formats face challenges in effectively capturing audience attention. In response, there is a call for branded content to evolve into branded series, integrating advertising seamlessly into entertainment. An example of this innovative approach is the collaboration between Idea Candy, director Richard Finn Gregory, and Picture Cult, resulting in the production of “Outside Lane,” a four-part documentary series premiering on M-Net.
This series, rather than a traditional TV commercial, serves as a platform to authentically feature a pool care brand, HTH, within the narrative. Unlike traditional advertising methods, this strategy reinforces the brand’s presence through subtle integration. This innovative approach departs conventional advertising practices, acknowledging modern audiences’ evolving preferences and behaviour.
The evolving content consumption and advertising landscape demands a paradigm shift in how brands engage with audiences. As the industry adapts to changing dynamics, integrating branded content into compelling series represents a promising and impactful approach to capturing audience attention and fostering brand engagement.
