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The impact of internet streaming technologies on the television broadcasting industry in South Africa
Author(s)
Samusodza, Tendai Stephen
Date Issued
2025
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
This study explored how the broadcasting industry in South Africa has been affected by the
emergence of online streaming services, also referred to as over-the-top (OTT) services. Over
the past few years, there has been rapid advancement in technology, which has revolutionised
how media content is distributed and consumed across the globe. This revolution has affected
the media industry in South Africa in a number of ways, and it has disrupted the business
models of traditional broadcasters negatively. Many other aspects, such as policy making,
cultural dilution, advertising models and media consumption, have been disrupted by this rapid
technological advancement. Netflix and DSTV were used as case studies in this study. The
study investigated the technologies that have enabled streaming to disrupt traditional media
and how traditional broadcasters, policymakers, advertisers and consumers can respond to
the challenges posed by continuous technological advancements. To understand the shift of
consumers to online streaming services, the study examined the technologies behind
streaming services such as cloud computing, artificial intelligence (AI) personalisation
algorithms, adaptive bitrate streaming, content delivery networks (CDNs) and highspeed
networks (4G/5G). It was revealed that these technologies enhance the quality of experience
for consumers as these systems are consumer-centric, unlike traditional broadcasters like
DStv, which have rigid scheduled programmes that can clash with people’s day-to-day
activities. Once it is aired, it cannot be viewed again. The findings of the study revealed the
need for traditional broadcasters to adapt streaming technologies and modern business
models so that they can remain competitive. Policymakers also need to generate hybrid
regulations to cope with the ever-changing technologies in such a way that streaming service
providers remain in check, the local industry is protected, and a level playing field for all
stakeholders is created. It was also revealed that revenue for traditional broadcasters,
originally derived from advertisements, has now been shifted to target advertising, which is
only possible with streaming technologies and other modern technologies like social media.
This study, therefore, highlights the critical role of information technology (IT) in redefining
media consumption and the need for traditional broadcasters and other stakeholders to adopt
these technologies in order to keep up with emerging technologies.
emergence of online streaming services, also referred to as over-the-top (OTT) services. Over
the past few years, there has been rapid advancement in technology, which has revolutionised
how media content is distributed and consumed across the globe. This revolution has affected
the media industry in South Africa in a number of ways, and it has disrupted the business
models of traditional broadcasters negatively. Many other aspects, such as policy making,
cultural dilution, advertising models and media consumption, have been disrupted by this rapid
technological advancement. Netflix and DSTV were used as case studies in this study. The
study investigated the technologies that have enabled streaming to disrupt traditional media
and how traditional broadcasters, policymakers, advertisers and consumers can respond to
the challenges posed by continuous technological advancements. To understand the shift of
consumers to online streaming services, the study examined the technologies behind
streaming services such as cloud computing, artificial intelligence (AI) personalisation
algorithms, adaptive bitrate streaming, content delivery networks (CDNs) and highspeed
networks (4G/5G). It was revealed that these technologies enhance the quality of experience
for consumers as these systems are consumer-centric, unlike traditional broadcasters like
DStv, which have rigid scheduled programmes that can clash with people’s day-to-day
activities. Once it is aired, it cannot be viewed again. The findings of the study revealed the
need for traditional broadcasters to adapt streaming technologies and modern business
models so that they can remain competitive. Policymakers also need to generate hybrid
regulations to cope with the ever-changing technologies in such a way that streaming service
providers remain in check, the local industry is protected, and a level playing field for all
stakeholders is created. It was also revealed that revenue for traditional broadcasters,
originally derived from advertisements, has now been shifted to target advertising, which is
only possible with streaming technologies and other modern technologies like social media.
This study, therefore, highlights the critical role of information technology (IT) in redefining
media consumption and the need for traditional broadcasters and other stakeholders to adopt
these technologies in order to keep up with emerging technologies.
Additional information
Thesis (Master of Information and Communication Technology)--Cape Peninsula University of Technology, 2025
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