Over-the-Top Television Services and Changes in Consumer Viewing Patterns in South Africa

Abstract

A significant change in consumer viewing habits has taken place globally with the introduction and growth of over-the-top television services (OTT TV). In the absence of scientific evidence on television consumer behavior viewership changes, this paper’s objective was to ascertain the television viewing patterns, given the rise of OTT TV services in South Africa. The study adopted a quantitative research approach using a convenience sampling method. Online survey questionnaires were distributed on reputable social media networks and collected 391 responses. The study results suggest changes to TV consumption, in that more TV consumers are binge-watching and streaming content online. Furthermore, more than five hours a day are spent online consuming TV content, especially by male respondents. The sharing of OTT TV logon credentials with family and friends is prevalent across all demographic groups. The fundamental aspect of this paper is that it illuminates the rivalry between the Pay-Tv operators and OTT TV service providers while aiding the Independent Communications Authority of South Africa (ICASA) to regulate the market.

Netflix Preference and the Viewership of DSTV among Babcock University Undergraduates

“…Studies, including Moghaddam, Car, Burgess, Mathur, Huang, Feamster, Felten, Mittal, and Narayanan (2019) have shown that the number of over-the-top television subscribers is on the drastic increase every day globally. Tengeh and Udoakpan (2021), also agreed with some researchers that such a spike has been a result of availability, accessibility, and low-cost broadband data existing globally. Park and Kwon (2019) pointed out that over-the-top media firms are transforming the competitive relationship among media firms in the broadcasting market and the structure of the broadcasting industry, hence, increasing accessibility, improving content delivery, and improving customer satisfaction through competition.…”

“…Similarly, Luthra (2021) in examining the influence of COVID-19 pandemic on subscription to OTT platforms found that respondents are favourably disposed to OTT platform and are willing to spend more in exchange for carefully crafted content. According to Tengeh and Udoakpan (2021), the access of viewers to Internet and linked devices has changed television consumption practices in South Africa giving preference to online streaming over traditional television. Ekwuazi (2014) found that the preference for DStv channels was based on tribe i.e.…”

“…More audiences, especially Millennials, are turning to OTT services compared to traditional or cable television. The reasons include availability, accessibility, low-cost broadband data, continually improving content delivery, and improving customer satisfaction through competition (Tengeh and Udoakpan, 2021;Park and Kwon, 2019). In addition, one major reason for turning to OTT services is the feature of streaming various episodes of a series at once, or binge watching.…”