Introduction: How Consumer Preferences Are Transforming Film Viewing
The way people watch movies has transformed dramatically in recent years, thanks to advances in technology and the increasing availability of on-demand content. From streaming services to traditional cinemas, audiences now have more choices than ever. Insights from YouGov Profiles provide a detailed look at how South African consumers prefer to watch films, highlighting the trends that are shaping the future of the film industry. This blog explores these habits, offering insights into what they mean for content creators, distributors, and platforms.
The Streaming Boom: Subscription Services Dominate Film Viewing
According to YouGov Profiles, 47% of South Africans prefer to watch films via subscription streaming services like Netflix, DSTV, and Showmax. These platforms have redefined convenience, allowing viewers to enjoy a vast array of movies from the comfort of their homes. Subscription services offer a mix of exclusive content, diverse catalogues, and personalised recommendations, making them the top choice for modern audiences.
For traditional broadcasters and cinema operators, this trend underscores the importance of adapting to a streaming-first mindset. Offering hybrid viewing options or creating exclusive partnerships with streaming platforms can help maintain relevance in an increasingly digital world.
Pay-to-View and Pay-to-Own Platforms: Growing Popularity of On-Demand Options
Pay-to-view and pay-to-own platforms like iTunes, Google Play, and YouTube are used by 37% of respondents, according to YouGov Profiles. These services cater to audiences who prefer flexibility and the ability to own or access specific titles without committing to a subscription.
This growing trend presents an opportunity for content creators to leverage premium releases or special edition films that cater to dedicated fans. By bundling additional features like behind-the-scenes footage or exclusive commentary, these platforms can further enhance the appeal of pay-to-view options.
Cinema Visits Remain a Strong Contender
Despite the rise of streaming services, cinemas continue to hold their ground, with 36% of respondents watching films at the cinema on or after the official release date (YouGov Profiles). The allure of the big screen, immersive sound, and communal viewing experience remains strong, particularly for blockbuster releases.
Cinemas can enhance this appeal by offering unique experiences, such as VIP seating, themed events, or interactive screenings. Collaborations with streaming platforms for exclusive theatrical debuts can also bridge the gap between traditional and digital viewing habits.
Advance Screenings: A Niche Yet Significant Audience
Sneak Previews attract 32% of South Africans, according to YouGov Profiles, highlighting a dedicated audience that values exclusivity and early access. These screenings often generate buzz and provide a sense of prestige for attendees, making them an effective promotional tool for new releases.
Distributors can capitalise on this trend by creating special events around advance screenings, such as Q&A sessions with filmmakers or collectable merchandise for attendees. These strategies not only enhance the viewing experience but also build anticipation and loyalty among fans.
Free Streaming and Torrenting: Accessibility vs. Legality
Free streaming and torrenting platforms are used by 31% of respondents, according to YouGov Profiles. While these options provide cost-effective access to films, they also pose challenges for the industry in terms of revenue loss and content piracy.
To address this, content creators can focus on offering affordable streaming options and exclusive content that incentivises legal consumption. Educational campaigns highlighting the benefits of supporting creators through legitimate platforms can also help shift consumer behaviour.
Free TV Channels: Traditional Viewing in a Digital World
Despite the dominance of digital options, 23% of respondents still watch films on free TV channels like SABC (YouGov Profiles). These channels remain relevant for audiences with limited internet access or those who prefer traditional viewing habits.
Broadcasters can modernise their offerings by integrating streaming features, creating app-based access to their content, and showcasing a mix of classic and contemporary films. These changes can help free TV channels remain competitive in the digital age.
Paid TV Services: Niche Appeal in a Streaming Era
Paid TV services, such as DSTV and premium subscription channels, are used by 19% and 14% of respondents respectively, according to YouGov Profiles. While these figures highlight a decline compared to streaming platforms, they demonstrate a dedicated audience seeking curated content, including films, sports, and exclusive programming.
To remain competitive, paid TV providers can focus on enhancing on-demand options, refining user interfaces, and offering unique curated packages like themed film nights or classic film collections. Collaborating with content creators for exclusive premieres and leveraging nostalgia can further differentiate these services from broader streaming platforms.
The Decline of Physical Media: DVDs and Blu-rays
According to YouGov Profiles, the use of physical media is steadily declining, with 17% of respondents watching films on DVDs and 12% on Blu-ray. While these formats once dominated home viewing, they are now largely reserved for collectors and those seeking high-quality, tangible content.
Retailers and distributors can target this niche audience by offering special editions, bonus features, and collectable packaging. Emphasising the superior audio and visual quality of Blu-rays compared to streaming can also attract audiophiles and cinephiles.
Conclusion: Insights into the Future of Film Viewing
The future of film viewing is being shaped by a combination of convenience, exclusivity, and technological innovation. Insights from YouGov Profiles show that while streaming services dominate, traditional options like cinemas and physical media still hold relevance for specific audiences.
For content creators, distributors, and platforms, understanding these diverse habits is crucial to staying competitive. By adapting to consumer preferences—whether through on-demand services, unique cinema experiences, or affordable streaming options—the film industry can continue to thrive in an ever-evolving landscape.
Methodology:
Profiles: Segmentation and media planning tool. YouGov Profiles makes it simple to find and understand the audience that matters most to you. With data collected daily, it gives you the power to build and customise a portrait of your consumers’ entire world with unrivalled granularity. More than 12,500 variables are available in South Africa.
Dataset: 2024-11-10
Nationally representative sample of South African adults with access to the internet, aged 18+
n ~ 4893
