Elouise Kelly, Country Manager of Viu South Africa, says audiences are rewriting the rules of what they watch and engage with. South Africans are embracing diverse storytelling like never before, with Asian dramas, African productions and global hits sitting side by side on their screens – proof that great stories know no borders.
For decades, South African entertainment followed a familiar script – Hollywood blockbusters, British dramas and international chart-toppers dominated screens flanked by formulaic soapies. If it came from the west, it was seen as cool; if it was homegrown, it had to prove its worth.
A new era of content consumption
The shift toward greater diversity in entertainment isn’t just a global trend – it’s reshaping how audiences engage with content locally. People are no longer restricted to mainstream offerings; they are actively seeking stories that feel fresh, relevant and culturally resonant.
But diversifying content is only part of the equation. The bigger challenge in South Africa is ensuring broad and affordable access to that content.
The most common streaming model – subscription video-on-demand (SVOD) – was designed for high-income markets where consumers are accustomed to paying premium fees for television services. Here, however, where disposable income is significantly lower, a one-size-fits-all pricing model excludes large portions of the population. That’s why flexible access models matter. A hybrid approach that includes both subscription-based (SVOD) and ad-supported (AVOD) options allows more consumers to engage with content in a way that suits their financial realities.
The Future Of Streaming
South Africa is a complex market with unique economic and cultural dynamics. Success in the streaming space isn’t just about offering content – it’s about designing an experience around how people consume entertainment. For instance, many people are mobile-first users who spend long hours commuting and rely on affordable data packages. They want content that is accessible on-the-go, without the burden of high costs or long-term contracts. These behaviours demand a localised approach, not just in content selection but in the entire streaming experience – from pricing structures to user engagement.
The appetite for diverse, global content will only continue to grow, and platforms that understand and adapt to consumer needs will be best positioned for success. Streaming services must move beyond western-centric models and embrace solutions that reflect the economic realities and viewing habits of emerging markets.
