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CONSUMERSBRANDS

Video-on-demand:Netflixusers

inSouthAfricConsumerInsightsreport

June2024

ConsumerInsightsGlobalsurvey

Introduction

ReportoverviewGlobalsurveymethodology

(1)

ThisreportoffersthereaderacomprehensiveoverviewofNetflixusersinSouthAfrica:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.

Additionally,thereportallowsthereadertobenchmarkNetflixusersinSouthAfrica(’’brandusers’’)againstSouthAfricanvideo-on-demandusersingeneral(’’categoryusers’’),andtheoverallSouthAfricanconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingSouthAfrica)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofJune2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

Withausershareof82%,Netflixisthemostusedvideo-on-demandserviceinSouthAfrica

Managementsummary:brandusageandcompetition

Top10mostusedvideo-on-demandservicesinSouthAfrica

Netflix

82%

DStvNow

Showma66%

64%YouTubePremium

44%

GooglePlayStore

Disney38%

36%AmazonPrimeVideo

31%

iTunes

AppleTV+

19%

18%

4

N