This study explores how the broadcasting industry in South Africa has been affected by the emergence of online streaming services. Various stakeholders have been affected both positively and negatively; hence, the need for innovative ideas and new policy developments to help legacy media to remain relevant.
Objectives
This study aims to understand the landscape of the television broadcasting industry in South Africa and determine the influence of over-the-top (OTT) services as an instance of disruptive innovation.
Method
A multi-method qualitative approach, based on case studies of Netflix and DStv, was employed in this study. Data were collected from OTT and MultiChoice consumers, as well as publicly available industry documents. Thematic analysis, guided by the Technology Acceptance Model (TAM), was used to analyse data.
Results
The study revealed that the technologies behind OTT platforms enhance the quality of experience (QoE) for consumers. These systems are consumer-centric, unlike traditional broadcasters such as DStv, which have rigidly scheduled programmes that may conflict with people’s day-to-day activities.
Conclusion
This study highlights the imbalances caused by the rapid technological changes in South Africa’s media industry and provides recommendations on how legacy media can compete as well as what policymakers can do to promote a level playing field for service providers.
Contribution
The study underscores the need for traditional broadcasters to adapt streaming technologies and modern business models to remain competitive. Policymakers must develop hybrid regulations to adapt to evolving technologies.
streaming servicescontent delivery networks (CDNs)artificial intelligence (AI)over-the-top (OTT)quality of experience (QoE)disruptive innovationFunding information This research received no specific grant from any funding agency in the public, commercial or not-for-profit sectors.Introduction
The rise of Internet streaming technologies has significantly altered the global media landscape transforming the television broadcasting industry in South Africa and affecting legacy media such as MultiChoice (DStv).
According to the Merriam-Webster dictionary, the word ‘impact’ refers to the significant effect or influence that one thing has on another. In this study, the term ‘impact’ encompasses the extent, nature and consequences – both positive and negative – of the changes brought about by Internet streaming services in South Africa’s broadcasting industry.
The rapid growth of streaming technologies has influenced subscriber loyalty, which increasingly depends on the level of quality of experience (QoE) provided to users (Kao & Wu 2023). Streaming technologies such as Netflix have introduced consumer-centric business models, which have become disruptive to traditional broadcasters such as DStv. These models make use of advanced technologies such as adaptive bitrate streaming, content delivery networks (CDNs), Artificial Intelligence (AI) personalisation algorithms and cloud computing (Satyam 2023; Yang, Pan & Ma 2023).
Over-the-top (OTT) services have also affected Internet Service Providers (ISPs), as most of these streaming services generate enormous amounts of data that do not benefit the ISPs in any way, despite utilising ISPs’ infrastructure freely. This has prompted the rollout of fifth-generation (5G) networks to handle increased data demands (Daria 2024; Li et al. 2021a).
This study examines the disruptive impact of media streaming services on the South African broadcasting industry and the technologies that enable these services to thrive. Implications for policy, consumer behaviour and business models have also been analysed. Suggestions have been made to resolve the issues that have been identified.
Problem statement
Traditional film and electronic media providers have been disrupted by the rise of online streaming service providers that offer lower-priced, more accessible and more appealing services (Chalaby & Plunkett 2021; Shao 2024; Tian 2024). This disruption has negatively affected traditional service providers because OTT services are not heavily regulated and offer lower-cost substitute services, thus posing a credible threat to traditional service providers’ social contracts and revenues (Chalaby 2024; Fruits 2025; Ramasoota & Kitikamdhorn 2021). There is, therefore, a need to explore the impact of disruptive innovation by way of OTT service providers in the South African television broadcasting industry.
Research objectives
The television broadcasting industry in South Africa is undergoing significant transformation due to the rise of Over-The-Top (OTT) services. As a disruptive innovation, OTT platforms are challenging traditional broadcasting models and altering consumer viewing habits. This study aims to achieve the following research objectives:
To understand how broadcasting service providers operate in the television broadcasting industry in South Africa.
To determine the influence of OTT services as an instance of disruptive innovation in the television broadcasting industry in South Africa.
To examine the factors that influence the adoption of OTT services as an instance of disruptive innovation in the television broadcasting industry in South Africa.
Main research question
The main research question (RQ) was: What is the state of diffusion of Internet streaming technologies as an instance of disruptive innovation in the television broadcasting industry in South Africa?
Research sub-questions
RSQ 1: How do broadcasting service providers operate in the television broadcasting industry in South Africa?
RSQ 2: What is the influence of OTT services as an instance of disruptive innovation in the television broadcasting industry in South Africa?
RSQ 3: What are the factors that influence the adoption of this disruptive innovation in the television broadcasting industry in South Africa?
Literature review
This literature review is guided by the study’s research objectives and questions to ensure a systematic and focused analysis.
Operations of broadcasting service providers in South Africa (research sub-question 1)
Legacy broadcasters in South Africa such as MultiChoice (DStv) are heavily regulated by the Independent Communications Authority of South Africa (ICASA) and the Broadcasting Act 4 of 1999. The reliance on satellite infrastructure for content delivery and the make use of bundled programmes, fixed schedules and hardware like satellite dishes and decoders (Yang et al. 2023). In contrast, OTT services deliver content via the Internet thereby bypassing these regulations because they operate without any geographic restrictions (Satyam 2023).
Influence of over-the-top services as disruptive innovation (research sub-question 2)
Over-the-top platforms represent disruptive innovation by lowering entry barriers and shifting power to consumers (Christensen et al. 2015). Studies show that OTT services have had a significant impact on legacy media in South Africa. Since the launch of Netflix in South Africa in 2016, DStv has experienced significant losses (Labuschagne 2024). Technologies such as CDNs and AI enable seamless, personalised experiences, disrupting rigid models and straining ISPs (Li et al. 2021a).
Factors influencing adoption of over-the-top services (research sub-question 3)
The adoption of OTT services is driven by perceived ease of use (PEOU) and perceived usefulness (PU) as per the Technology Acceptance Model (TAM) (Davis & Bagozzi 1989). Factors that attract consumers to adopt OTT services include device flexibility, affordability and content personalisation amid digital divides and high data costs (González-Neira, Vázquez-Herrero & Quintas-Froufe 2022). Adoption of these services is further accelerated by improved quality of experience (QoE) (Daria 2024).
This literature review addresses gaps in local studies on consumer-led disruption, which will be addressed in this study through empirical data.
Theoretical framework – Technology acceptance model
This research made use of TAM. Researchers have devised various methods for determining whether a user is satisfied with a technology. Legris, Ingham and Collerette (2003) define satisfaction as the total of a person’s feelings or attitude about a range of factors that affect the situation. Davis and Granić (2024) define acceptance as the favourable decision to use an innovation. It is a common question in information technology to ascertain why people accept or reject new technologies. Consequently, this study was guided by TAM.
Technology acceptance model is a framework that helps to understand why people adopt or use a technology. Fred Davis first introduced it in 1986. It is founded on the Theory of Reasoned Action (TRA). According to TAM, a person’s intention to use a technology is influenced by two factors (see Figure 1):
Perceived usefulness: The extent to which an individual believes their job performance or productivity will be enhanced by using a specific system (Davis & Bagozzi 1989).
Perceived ease of use: The extent to which someone believes that using a particular system will require little effort (Davis & Bagozzi 1989).
Technology acceptance model.
Technology acceptance model has evolved, and some additional constructs have been introduced:
Attitude towards use: It refers to an individual’s feelings about using a technology. The feelings could be negative or positive (Gunawan Lubis et al. 2023).
Behavioural intention to use: It is the degree to which an individual intends to use a technology. It is influenced by PU and PEOU (Gunawan Lubis et al. 2023).
Actual usage: It refers to real-world adoption and use of a technology.
Technology acceptance model was chosen because of its effectiveness in predicting the adoption of technology in the media context, particularly relevant to the digital divide in South Africa, where PEOU and PU are the major drivers of OTT shifts amid high data costs (see Figure 1). Unlike diffusion theories, the primary focus of TAM is user perception, which addresses this study’s aim of examining consumer-led disruption.
Research methods and design
It is imperative to clearly define the research strategy for the success of an empirical study (Amaratunga et al. 2002). Two primary research methods are employed in research: qualitative and quantitative research. Qualitative research aims to understand why things occur or why people behave in a certain way. In doing this, it uses words, not numbers, to ensure quality. Maxwell and Kaplan (2005) observe that qualitative data are typically collected from documents, interviews and observations. Kaplan and Maxwell also note that qualitative methods generally are inductive. Different researchers using the qualitative research approach differ in their attitude towards the use of numbers and other types of quantification (Kaplan & Maxwell 2005). Baxter and Jack (2008) postulate that the primary focus of quantitative research is solely on statistics and numbers. Because this research aims to explore the South African television broadcasting industry, its literature and the opinions of respondents within this industry, a qualitative research method was adopted. Case studies of Netflix and DStv were selected because of their dominance and sharply contrasting business models, which enables in-depth exploration of consumer responses and regulatory dynamics (Baxter & Jack 2008).
Setting
A multimethod qualitative approach grounded in a socio-technical paradigm was used to explore the impact of media streaming technologies on the South African broadcasting industry (Yang et al. 2023). The TAM was used as a lens to understand consumer adoption patterns and to interpret user attitudes and behavioural intentions to adopt streaming services (González-Neira et al. 2022). The interpretivist approach was employed to gain detailed and meaningful insights into how stakeholders perceive, experience and respond to technological changes.
Netflix and DStv were used as case studies because of their dominance, technological infrastructure and models that sharply contrast in the South African market. The case study design provided an in-depth exploration of consumer responses, behaviour and regulatory dynamics.
Study population and sampling strategy
Consumers above the age of 18 years are more likely to make independent decisions regarding the streaming services they subscribe to, unlike minors, who often rely on the decisions and choices of family members. This study did not focus on specific behaviours tied to age; hence, segmenting the research by age does not add significant value to this study. It simplified data collection to fully understand the general trend in the adoption of streaming services with no age-related variations or limitations. Finally, interviewing individuals over the age of 18 years minimised the complexities and ethical concerns regarding consent and participation in the research. Minors lack the legal capacity to choose whether to participate in research or not. This study used purposive sampling to select participants who could offer in-depth insights into OTT adoption, following the inductive qualitative approach. The research started to see no new themes after the 17th interview, meaning a point of saturation had been reached; hence, the 19 interviews were conducted consistently with qualitative guidelines for in-depth case studies.
To understand industry-wide trends, this research avoided internal perspectives to ensure the findings could be generalised to other industries facing similar disruptive challenges. Embarking on internal interviews would narrow down the focus of the study to company-specific strategies and tactics, which was not the goal. Consumers were prioritised as the primary adopters influencing the disruption in the broadcasting industry, which provided bottom-up insights into TAM amid access barriers to corporate staff. Time constraints and corporate non-disclosure agreements (NDA) made it difficult to interview MultiChoice and Netflix employees. Furthermore, this study focused on understanding how consumers of OTT services perceive and adopt these services. Concentrating on internal perspectives could lead to bias towards corporate strategies, while the study focused on the real-world impact of OTT services on consumers.
To address the corporate aspect, the research relied on publicly accessible documents, industry reports and market analyses to offer a balanced insight into the competitive dynamics between OTT and traditional broadcasters.
Data collection
There are two primary forms of data collection: primary and secondary data collection. Semi-structured interviews are usually used to collect primary data (Wahyuni 2012). To collect secondary data, researchers used publicly available data and internal publications provided by the participants (Wahyuni 2012). To enhance the robustness of findings, researchers used a technique called triangulation to cross-check the consistency of their information. To address the research questions, this study employed a combination of semi-structured interviews and document analysis. Nineteen Netflix consumers were interviewed telephonically to gain an in-depth understanding of their experiences, opinions and preferences regarding Netflix streaming platforms, and publicly available documents about MultiChoice were analysed in this study. The telephone interviews were recorded. Soon after every call, the recording was transferred to the researcher’s laptop, and a copy was uploaded to his password-protected Google Drive as a backup in case technical issues arose. Informed consent to record the calls was obtained before each interview, ensuring that participants were fully aware of the recording and their rights. After every interview, the recording was transcribed verbatim to capture the participants’ responses in detail. Automated transcription software was used to generate the transcripts, which were then manually reviewed to correct errors and ensure accuracy.
Data analysis
Data analysis is the methodological procedure of examining, cleaning and transforming data to uncover valuable insights and support decision-making. The interpretivism approach to thematic analysis was employed in this study to understand how consumers in South Africa perceive OTT services.
Thematic analysis is a technique employed to examine, analyse, organise, describe and report themes found within a dataset (Nowell et al. 2017). Thematic analysis offers researchers theoretical freedom, resulting in a highly flexible approach that can be tailored to meet the needs of various studies (Nowell et al. 2017). Thematic analysis includes familiarising oneself with the data, generating initial codes, searching for themes, reviewing these themes, defining and naming them, and finally, writing up the findings. The following steps were followed:
Familiarising with data: The researcher immersed themselves in the raw data by reading the transcripts and the documents repeatedly, jotting down notes of initial patterns. The process was conducted to gain a comprehensive understanding of the data. No codes were formulated at this phase. This process lasted for a week.
Generating initial codes: Initial codes were generated by labelling meaningful data units. The codes were generally descriptive and interpretive. The codes were then clustered provisionally.
Searching for themes: The codes were then collated into potential themes, for example, grouping ‘ad interruptions’, ‘scheduling frustration’, and ‘download ease’ under ‘Consumer-Centric Disruption’. The initial themes were tested against the dataset for coherence.
Reviewing themes: The themes were carefully refined to ensure that they genuinely represent the participants’ ideas and that they connect to the overall research objectives and theoretical framework. Themes that did not link back to ease of use and usefulness were discarded.
Naming the themes: All the themes were clearly defined individually with a narrative, then mapped to research questions. Concise and straightforward names were used.
The interpretation of the study’s findings was guided by the TAM. The primary factors influencing the adoption of technology in TAM are PEOU and PU. These two constructs of TAM were therefore used to guide the thematic analysis of the data and to understand how they manifest in the South African broadcasting industry. Technology Acceptance Model was used as a lens to understand the process through which users accept and use streaming technologies.
The analysis helped to understand how OTT services are disrupting the South African broadcasting industry. It revealed how PEOU and PU influence the adoption of OTT services, assessed their impact on traditional broadcasters and provided actionable recommendations for both OTT providers and traditional broadcasters.
Ethical considerations
Ethical clearance to conduct this study was obtained from the Faculty of Informatics and Design Research Ethics Committee of Cape Peninsula University of Technology, with all the measures to minimise risk and ensure voluntary, informed participation (No. 219390541/2021/02). Research involving human beings is typically sensitive in terms of ethical aspects and norms, as it aims to safeguard the rights of participants, ensure integrity and prevent harm (Fotrousi et al. 2017). Ethical considerations are crucial in research to prevent harm, avoid deception and maintain the credibility of the findings (Fotrousi et al. 2017).
In this research, the participants were asked to sign a consent form, which guaranteed them the following ethical considerations:
Voluntary, informed participation: All the participants of this study participated voluntarily. Informed consent from the participants was obtained before data collection began, ensuring they understood the purpose of the study, the procedure to be used, the expected duration of the interview, the potential risks associated with the process, their rights and the benefits related to the study. An information sheet explaining the research aims and the rights of the participants (e.g. the right to withdraw at any time) was provided to them. Written consent was obtained through a signed form prior to the interviews, and a verbal reaffirmation was provided at the start of each interview. No incentives were offered, and participants were not coerced to avoid undue influence. All 19 participants signed the consent forms, which were then securely stored.
Confidentiality: Participants were assured that all the information they shared would remain strictly confidential, and their identities were protected from unauthorised disclosure. The following steps were taken to ensure this: (1) Alphanumeric codes were used instead of names during data collection and analysis. (2) Interviews were transcribed verbatim, but identifiable details were redacted. (3) Raw data collected were securely stored on Google Drive. The data were password-protected. Only the researcher and the supervisor had access to the encrypted repository. (4) The findings were aggregated in reporting to prevent re-identification. Direct quotes were anonymised.
Privacy: The researcher protected the privacy of the participants by limiting data collection to non-intrusive methods and adhering to the Protection of Personal Information Act (POPIA) principles of accountability and purpose limitation. Only necessary personal data, such as one’s subscription status, were collected via anonymous surveys prior to the interview. The interviews were conducted privately through end-to-end encrypted telephone and Zoom calls. Recording of the calls was carried out with consent, and the audio files were deleted immediately after transcription was done.
Conservation of data: The data collected will be kept secure. Only the researcher will have access to it, and it will be stored in a controlled environment for 1 year after the research is completed.
It is also important to note that no data were collected from minors. Only respondents aged 18 and above were interviewed. All the documents that were analysed are publicly available and were used solely for this study.
Results
This study found that Internet streaming technologies have become widely adopted in South Africa. A considerable portion of the population has adopted streaming services, driven by the technological advancements of recent years and their ongoing growth. These streaming platforms are all consumer-centric. Some of the technologies that have enabled this diffusion of innovation include device flexibility, adaptive streaming technology and advanced content personalisation algorithms. To have a deeper understanding, this research explored the technical aspects that facilitate the adoption of such services. Most participants praised Netflix for its minimal buffering. This is attributed to adaptive bitrate streaming protocols such as HLS (HTTP Live Streaming). HTTP Live Streaming is a technology that dynamically adjusts video quality based on network conditions. This study also revealed that MultiChoice DStv’s proprietary satellite infrastructure is affected by latency in live broadcasts, which is unlike online streaming, which runs on 4G networks. With the 5G network currently being implemented, especially in urban areas, the quality of experience is greatly enhanced through the reduction of data packet loss. These technical aspects strengthen this study’s focus on technological innovation while highlighting the disruptive effect of OTT services.
Theme 1: Convenience and accessibility of streaming technologies (research sub-question 1, research sub-question 3)
Unlike traditional television setups, which require a fixed TV set, streaming technologies are compatible with multiple devices, including smartphones, laptops, tablets and smart TVs, among others. There is no need for specialised hardware or professional technicians to set up for the viewer. This can be supported by Respondent 1, who said:
‘I like that I can watch Netflix on my phone, TV, or laptop, and it syncs across devices. With DSTV, I’m tied to one screen.’ (R1, Age 28–35, Female, Marketing professional)
The study revealed that consumers are attracted to streaming technologies because of the high-quality viewing experience, which is enabled by low latency and significant technological improvements. This revelation can be corroborated by the following response from Respondent 3:
‘The quality never drops on Netflix, and there’s no buffering, which I always experienced with traditional live broadcasts … Netflix seems to be able to continue with its service even under harsh conditions, unlike the DStv satellite platform.’ (R3, Age 25–34, Male, IT specialist)
Most participants revealed that they were fascinated by the suggestions they get from streaming platforms, which makes it easy to find content that they like, as illustrated by Respondent 7 who said:
‘Netflix suggests movies based on what I’ve watched, so I find things I like without searching much, which I can’t get from traditional TV.’ (R7, Age 35–44, Female, Teacher)
Theme 4: Control and flexibility in the viewing experience (research sub-question 1, research sub-question 3)
Quality of experience emerged as a major contributor to the adoption of OTT services. Streaming platforms enable consumers to access content on the go, on any device, and at any time, unlike traditional TV broadcasters’ programmed schedules that force people to watch their content at a specific time of day. Respondent 1 explained:
‘The fact that Netflix has no fixed broadcasting schedule allows me to watch whatever I want whenever I want.’ (R1, Age 28–35, Female, Marketing professional)
Theme 5: Simplicity and cost-effectiveness of streaming services (research sub-question 1, research sub-question 3)
The traditional broadcaster, which relies heavily on physical hardware components such as decoders and satellite dishes, has been criticised by many respondents, who say that the setup process is complex, incurs huge costs, and is prone to latency, especially in harsh weather conditions. Respondent 13 highlighted that:
‘DStv setup with decoders and satellite dishes is cumbersome; with Netflix, you just open the app and start watching … In terms of costs, you will notice that Netflix is more of a pull-out-of-the-box. So, comparing the two, you see that setting up and going with Netflix is a much shorter and simpler way than doing the same thing with the DStv service.’ (R13, Age 25–29, Male, University student)
Theme 6: A lack of personalisation and consumer control in traditional broadcasting (research sub-question 1)
This study revealed that traditional broadcasters lack innovativeness as they use fixed schedules and bundle the programmes together, which reduces the user’s ability to select specific content, as Respondent 1 said:
‘DStv doesn’t allow for profiles or personalised suggestions. It is not flexible or tailored to individual tastes’. (R1, Age 28–35, Female, Marketing professional)
Another said:
‘So, I would want to suggest to them (traditional broadcasters) that we first give more control to the consumer, implement advanced data analytics, know your customers and serve what the customer wants, not what you have.’ (R9, Age 40–50, Male, Business owner)
Theme 7: Reduced latency in streaming services (research sub-question 1, research sub-question 3)
Some participants raised the issue that traditional broadcasters are highly affected by latency during live events because of the time required for signal transmission via satellite. Respondent 15 captured this issue, noting:
‘With streaming, even live events are smoother; you’re not waiting for the satellite to catch up.’ (R15, Age 30–40, Male, Engineer)
Theme 8: Declining revenue for broadcasters in the age of digital disruption (research sub-question 2)
From the 16 publicly available documents analysed, including newspaper articles and MultiChoice financial statements, it was found that DStv has been losing subscribers ever since the emergence of Internet streaming. According to MultiChoice’s (the parent company of DStv) financial statement for the year 2024, it lost 900 000 subscribers, reducing its active base to 26.4 million from 27.3 million. According to the financial statement for the previous year (2023), they had also lost nearly 500 000 subscribers in South Africa, reducing the subscriber base from 9.115 million to 8.629 million. In an interview, Jimmy Moyaha, the Chief Financial Officer of MultiChoice, confirmed that the company was facing challenges during the 2024 fiscal year. He confirmed that these losses were primarily because of the competing streaming services. Still, he also argued that some customers were cutting their connections as a result of economic hardships, such as inflation rates exceeding 30% in specific markets.
According to a newspaper article by Hanno Labuschagne, between 2022 and 2023, DStv lost approximately 17 000 subscribers, a trend that has continued to this day. The article states that before then, DStv had been adding subscribers every year. According to the same writer, DStv’s premium subscriber growth has struggled since Netflix launched in South Africa in 2016. The graph in Figure 2 shows the effect of Netflix on DStv.
DStv premium subscribers in Africa.
The study revealed that the boom of the Internet in the Fourth Industrial Revolution (4IR) has enabled many people to access content on various devices, which have also become affordable for several reasons. However, irrespective of accessing content on demand, many participants highlighted that they did not wholly abandon DStv because it offers live sport, which is not yet easily accessible on demand here in South Africa.
Theme 9: Personalisation through artificial intelligence (research sub-question 3)
This study found that traditional television does not offer personalised content to individuals, unlike streaming platforms that track user interests and personalise content to suit each user. Many participants showed that they were attracted to this feature and that it had changed their television viewing habits (consumer behaviour).
Theme 10: Regulatory challenges (research sub-question 1, research sub-question 2)
Participants mentioned that traditional television is heavily regulated by the ICASA. These regulations include the content quotas for local productions. Most participants also mentioned that they sometimes watch ad-supported content on YouTube. They said YouTube has content that suits almost everyone, as content production for YouTube is easy and relatively inexpensive, since video quality is not as important.
Theme 11: Cultural dilution (research sub-question 2)
The study also revealed that streaming content is not limited to a particular audience, unlike traditional TV, which often targets specific demographics based on programming schedules and regional broadcasting. People from other cultures can learn about various cultures on platforms such as YouTube and Netflix.
Strengths and limitations
The main strength of this study is its use of a multimethod qualitative approach, which gave rich, in-depth insights into consumer perceptions and behaviours regarding the adoption of OTT technologies in South Africa. The use of the TAM as a lens to interpret user attitudes and behavioural intentions to use a technology enhanced the findings of the study. The use of a purposive sampling strategy ensured that participants were well-positioned to provide relevant data, and a point of saturation was reached after 17 interviews, which affirmed that the sample size was adequate. However, the study had its own limitations because of the exclusion of the perspectives of corporate experts from MultiChoice and Netflix, which could have provided strategic insights into their operations and challenges. Access to these stakeholders was restricted by time constraints and NDAs. Focusing on consumers above the age of 18 years may have excluded the perspectives and behaviour of the younger generations who actively engage with streaming platforms.
Discussion
The findings of this study aligned with the TAM where PU and PEOU are the major drivers of adoption. This adoption of OTT has disrupted the incumbents in the industry because of their consumer-centric approach, which must also be emulated by traditional broadcasters if they are to survive. The loss of subscribers by DStv is a good example of traditional broadcasters failing to adapt to the 4IR, which echoes global trends.
The regulatory policies in place currently favour OTT service providers at the expense of traditional broadcasters thereby diluting the local culture as noted by the participants. However, because OTT platforms reach a global audience, it promotes cultural leaning, which is a positive thing. It is important for traditional broadcasters to adopt flexible pricing, upgrade infrastructure and integrated AI and cloud systems to remain relevant in the industry
Conclusion
The study revealed that streaming technologies have significantly disrupted the broadcasting industry in South Africa by offering consumer-centric models enabled by innovative technologies. Legacy media such as MultiChoice DStv operate under strict regulations while streaming service providers thrive on quality of experience under minimal regulations as they operate internationally. Factors such as affordability and convenience attract consumers to adopt OTT services forcing legacy media to be more innovative. Ultimately, there is need for balanced policies for a sustainable and level media ecosystem.
Recommendations
Based on the findings of this study, traditional broadcasters in South Africa are strongly recommended to urgently adopt consumer-centric technologies, such as cloud-based content delivery systems, adaptive bitrate streaming and AI-driven personalisation algorithms, to remain relevant in the fast-changing media and technology landscape. Policymakers should develop hybrid regulatory frameworks that are flexible enough to address the challenges posed by OTT platforms, such as local content quotas, data privacy standards, ethical issues that arise, and fair taxation, to ensure cultural preservation and create a level playing field for service providers. Lastly, legacy media must adopt flexible pricing models and multidevice accessibility to adapt to changing consumer preferences. They must also invest in infrastructure upgrades to reduce latency and improve the quality of experience.
Acknowledgements
This article is based on research originally conducted as part of Tendai S. Samusodza’s master’s thesis titled, ‘The impact of Internet streaming technologies on the television broadcasting industry in South Africa’, submitted to the Faculty of Informatics and Design, Cape Peninsula University of Technology in 2025. The thesis is currently unpublished and not publicly available. The thesis was supervised by Errol R. Francke. The thesis was reworked, revised and adapted into a journal article for publication. The authors confirm that the content has not been previously published or disseminated and complies with ethical standards for original publication.
Competing interests
The authors declare that they have no financial or personal relationships that may have inappropriately influenced them in writing this article.
CRediT authorship contribution
Tendai S. Samusodza: Writing – original draft. Errol R. Francke: Supervision. All authors reviewed the article, contributed to the discussion of results, approved the final version for submission and publication, and take responsibility for the integrity of its findings.
Data availability
The data supporting this study’s findings are available from Errol Francke, upon reasonable request. All empirical data collected will be archived in eSango, the research data repository powered by Figshare for the Cape Peninsula University of Technology (CPUT). This repository ensures that research data are accessible in accordance with the Findable, Accessible, Interoperable, and Reusable (FAIR) principles – to promote Open Science.
Disclaimer
The views and opinions expressed in this article are those of the authors and are the product of professional research. They do not necessarily reflect the official policy or position of any affiliated institution, funder, agency or that of the publisher. The authors are responsible for this article’s results, findings and content.
ReferencesAmaratunga, D., Baldry, D., Sarshar, M. & Newton, R., 2002, ‘Quantitative and qualitative research in the built environment: Application of “mixed” research approach’, Work Study51(1), 17–31. https://doi.org/10.1108/00438020210415488Baxter, P. & Jack, S., 2008, ‘Qualitative case study methodology: Study design and implementation for novice researchers’, Qualitative Report13(4), 544–559. https://doi.org/10.46743/2160-3715/2008.1573Chalaby, J.K. & Plunkett, S., 2021, ‘Standing on the shoulders of tech giants: Media delivery, streaming television and the rise of global suppliers’, New Media & Society23(11), 3206–3228. https://doi.org/10.1177/1461444820946681Chalaby, J.K., 2024, ‘Streaming giants and the global shift: Building value chains and remapping trade flows’, Journal of Communication75(2), 112–124. https://doi.org/10.1093/joc/jqae040Christensen, C.M., Raynor, M.E., Rory, M. & McDonald, R., 2015, ‘What is disruptive innovation?’, Harvard Business Review93(12), 44–53, viewed 01 October 2025, from https://hbr.org/2015/12/what-is-disruptive-innovation.Daria, K., 2024, Video marketing in 2024: Trends and statistics you can’t afford to ignore, Personify, Orlando, Florida.Davis, F.D. & Bagozzi, R.P., 1989, ‘User acceptance of computer technology: A comparison of two theoretical models’, Management Science35(8), 982–1003.Davis, F. D. & Granić, A., 2024, ‘The technology acceptance model’, in The technology acceptance model: 30 years of TAM, Springer Fachmedien Wiesbaden, Wiesbaden, Germany.Fotrousi, F., Seyff, N. & Börstler, J., 2017, ‘Ethical considerations in research on user feedback’, in Proceedings of the 2017 IEEE 25th International Requirements Engineering Conference Workshops (REW 2017), Institute of Electrical and Electronics Engineers, pp. 194–198.Fruits, E., 2025, ‘Media ownership regulations in a streaming world: Time to change the channel’, Truth on the Market.Fruits, E., 2025, ‘Media-ownership regulations in a streaming world: Time to change the channel’, Truth on the Market, viewed 15 June 2025, from https://truthonthemarket.com/2025/03/05/media-ownership-regulations-in-a-streaming-world-time-to-change-the-channel/González-Neira, A., Vázquez-Herrero, J. & Quintas-Froufe, N., 2022, ‘Convergence of linear television and digital platforms: An analysis of YouTube offer and consumption’, European Journal of Communication37(4), 426–442. https://doi.org/10.1177/02673231211054720Gunawan Lubis, F., Miralaksmi, A., Christian, N. & Hendijani, R.B., 2023, ‘Intention to use Netflix in Indonesia: A modified technology acceptance model’, International Journal of Innovative Research and Advanced Studies (IJIRAS)10(10), 19–28, viewed 02 October 2025, from http://www.ijiras.com/.Kao, H.W. & Wu, E.H.K., 2023, ‘QoE sustainability on 5G and beyond 5G networks’, IEEE Wireless Communications30(1), 118–125.Kaplan, B. & Maxwell, J.A., 2005, ‘Qualitative research methods for evaluating computer information systems’, in J.G.Anderson & C.E.Aydin (eds.), Evaluating the organizational impact of healthcare information systems, Health Informatics Series, pp. 30–55, Springer, New York, NY.Labuschagne, H., 2024, South Africans dumping DStv, MyBroadband, Johannesburg, South Africa, viewed n.d., from https://mybroadband.co.za/news/broadcasting/537203-south-africans-dumping-dstv-2.html.Legris, P., Ingham, J. & Collerette, P., 2003, ‘Why do people use information technology? A critical review of the technology acceptance model’, Information & Management40(3), 191–204. https://doi.org/10.1016/S0378-7206(01)00143-4Li, X., Darwich, M., Salehi, M. A., & Bayoumi, M., 2021a, ‘A survey on cloud-based video streaming service’, in S.Namasudra (ed.), Advances in computers, vol. 123, pp. 193–244, Academic Press, New York, NY. https://doi.org/10.1016/bs.adcom.2021.01.003Li, Y.-F., Jia, C., Ye, J. & Xu, B., 2021b, ‘On the reliability of 4G/5G mobile telecommunication networks from the perspective of operation & maintenance’, in 2021 Annual Reliability and Maintainability Symposium (RAMS), Orlando, FL, USA, May 24–27, 2021, pp. 1–7.Li, Z.-N., Drew, M.S. & Liu, J., 2021c, Cloud computing for multimedia services, pp. 671–703, Springer International Publishing, Cham, Switzerland.Maxwell, J.A. & Kaplan, B., 2005, ‘For evaluating computer’, in Healthcare information system, pp. 30–56.Nowell, L.S., Norris, J.M., White, D.E. & Moules, N.J., 2017, ‘Thematic analysis: Striving to meet the trustworthiness criteria’, International Journal of Qualitative Methods16(1), 1–13.Ramasoota, P. & Kitikamdhorn, A., 2021, ‘“The Netflix effect” in Thailand: Industry and regulatory implications’, Telecommunications Policy45(7), 102156. https://doi.org/10.1016/j.telpol.2021.102156Satyam, S., 2023, How Netflix uses AWS to deliver a personalized and interactive viewing experience, Cloudthat, viewed 09 October 2025, from https://www.cloudthat.com/resources/blog/how-netflix-uses-aws-to-deliver-a-personalized-and-interactive-viewing-experience.Shao, J., 2024, ‘The evolution of film technology in the streaming media era: A comparative analysis of traditional movies and internet TV series’, Lecture Notes in Education Psychology and Public Media37(1), 89–93. https://doi.org/10.54254/2753-7048/37/20240509Tian, J., 2024, ‘The rise and bypassing of streaming media’, Advances in Economics, Management and Political Sciences57(1), 189–195. https://doi.org/10.54254/2754-1169/57/20230731Wahyuni, D., 2012, ‘The research design maze: Understanding paradigms, cases, methods and methodologies’, Journal of Applied Management Accounting Research10(1), 69–80.Yang, H., Pan, H. & Ma, L., 2023, ‘A review on software defined content delivery network: A novel combination of CDN and SDN’, IEEE Access11, 43822–43843. https://doi.org/10.1109/ACCESS.2023.3267737
How to cite this article: Samusodza, T.S. & Francke, E.R., 2026, ‘The impact of over-the-top streaming on South Africa’s television broadcasting industry’, South African Journal of Information Management 28(1), a2112. https://doi.org/10.4102/sajim.v28i1.2112