A new consumer trends report reveals which video on demand service is more popular in South Africa between US import, Netflix or Naspers subsidiary, Showmax.
Data compiled by social media analytics and consumer insights companies, Crimson Hexagon and YouKnow Digital, showed that more people watch shows on Showmax (58%) versus 42% who stream on Netflix
The data is part of a South Africa Consumer Trends Report released by the two social media companies on Thursday, 12 October 2017.
South Africans are increasingly active across social media platforms, with the country’s 26.8 million internet users spending almost three hours a day on social media.
With only 27% social media penetration as of January 2017, there’s still plenty of room for growth, the report said.
The findings have been compiled from billions of valuable consumers, giving insight to social media posts between 2012 and 2016, across Twitter, Facebook, blogs and other forums.
Founder and MD of YouKnow Digital, Kelvin Jonck said that its price point and local access was a likely reason for Showmax’s popularity, with Netflix priced in dollars.
He said that Showmax has an older audience than Netflix, with 93% of contributions to the conversation coming from the over 25s, compared to 82% for Netflix.
The report found that people still prefer to watch VOD on smart TVs (43%) as opposed to tablets and other mobile devices.
While Netflix recently announced price hikes for its service in the US, it said that its pricing for South Africa would remain the same, starting at $7.99 p/m (R108) versus R99 p/m for Showmax.
Netflix vs Showmax
|Showmax||R99 p/m||587 (Over 1 000*)||720p|
|Netflix Basic||$7.99 (R108) p/m||2 660||480p|
|Netflix Standard||$9.99 (R135) p/m||2 660||1080p|
|Netflix Premium||$11.99(R162) p/m||2 660||2160p
* Showmax said it is unsure how JustWatch calculates its title count. It has over 1,000 titles on the platform.
MyBroadband recently reported that MultiChoice is looking into merging DStv Now and Showmax, but has no firm plan for how or when it might happen.
DStv Now is a streaming service available to DStv subscribers, and includes live TV channels and on-demand content.
Showmax was recently bundled for free with DStv Now for DStv Premium subscribers after Naspers announced that Showmax Africa and DStv Digital Media would be merged under a new division, which has yet to be named.