Television viewers in South Africa are being given real alternatives for the first time. Viewers will soon be spoilt for choice, even if some options are more appealing than others - and some a lot more expensive than others. By Lloyd Gedye.
The latest arrival will be the US company Netflix. It announced last week that it will launch in the country within the next two years.
The binge watchers of TV series were probably salivating at the thought (well, those who pay for content and don't pirate it), because Netflix has thousands of series and movies for a monthly fee.
Besides its library series and movie catalogue, Netflix said it would roll out about 20 new TV shows a year, including hits such as House of Cards and Orange is the New Black.
The market is becoming a lot more competitive for MultiChoice and other pay-TV and video-on-demand operators.
Netflix's presence on our screens is part of its global expansion strategy. By the end of 2016, viewers will be able to watch Netflix on their PlayStation, Wii, Xbox, PC, Mac, mobile and tablet.
According to the Netflix website, there are thousands of movies and television episodes that can be streamed, with no commercials. You can pause, rewind, fast-forward or watch them as often as you like.
The minimum required Internet connection speed to use its streaming service is 0,5Mbit/s, but it states that viewers may want a faster connection for improved video quality.
Netflix streams a little bit of data as a buffer each time you start a movie or TV show, according to its website.
Consumer sites rate its streaming service highly, and point out how well Netflix's buffering system maintains image quality, even on slower Internet speeds.
There are some eager viewers who have used technical trickery to bypass their geographic location and subscribe to Netflix. They use a subscription to a virtual private network to get access.
Netflix has said it plans to end geoblocking as soon as possible, and has issued its global content release dates. It will sign content deals globally so that it can release the same show at the same time around the world. It is accessible in about 50 countries, but is targeting another 150 in the next two years.
Netflix has been shooting the lights out when it comes to its financial results. Total revenue for the fourth quarter of 2014 came in at US$1,5bn, in line with estimates, and more than the $962m reported for the same period the previous year.
Netflix added 13m new members in 2014, compared with 11,1m in 2013, bringing the global total to 57,4m.
By comparison, MultiChoice announced in September last year that it had increased its DStv subscribers to 8,4m households on the continent and recorded an 18% year-on-year growth, with revenue of R20,2bn.
Pay-TV benefited from a 16% increase in DStv subscribers year on year, with a 5% increase in subscription rates in South Africa.
Market competition
In May last year, Netflix announced it was increasing its subscription rates for new members, but was locking existing members into their current membership fee for two years, rewarding them for being early adopters.
It was the first price increase that the streaming service had seen since its launch in 2011.
In the US, the basic streaming plan costs $8,99/month and in the £6,99/month.
For South Africans, it will give series and drama fans a far cheaper alternative to the R665 for DStv's Premium package, or R295 for DStv's Compact.
The satellite competitor, StarSat, which used to be called TopTV, has packages ranging from R99 to R199, which gives viewers between 42 and 78 channels.
Netflix is coming to South Africa
Netflix is coming to South Africa
Then there is the e.tv sister company Platco Digital with its OpenView HD platform where, for the cost of a dish and a decoder, viewers get free access to 18 channels.
But none of these options offers video on demand, which is where the future of television and film is heading.
The launch of Netflix in South Africa will probably bring much-needed competition to the market.
There is likely to be some fallout for MultiChoice, because several popular shows produced by Netflix, such as House of Cards and Orange Is the New Black, are being screened on M-Net. Netflix invested hundreds of millions of dollars in House of Cards and released it immediately for streaming.
This international threat to MultiChoice's strategy of working hard to secure exclusive broadcasting rights to top American TV shows through deals with international distributors is significant.
Netflix CEO Reed Hastings has promised to increase its spending on original content.
The company will, on 26 August, also release its first original feature film, Crouching Tiger, Hidden Dragon II: The Green Destiny, in all of the markets in which it operates.
But MultiChoice holds the trump card - it owns sport in South Africa.
Video on demand
Besides DStv and M-Net, the arrival of Netflix will mean direct competition for new South African video-on-demand players such as the Times Media Group's Vidi, Altech's Node and MTN's FrontRow, which all launched services in the latter part of last year.
Then there are continental players such as Nigeria's iROKOtv, which has set up shop in 170 countries and has an enviable catalogue of African film.
Initially looking at selling content to the African diaspora, iROKOtv is now looking inwards and planning to expand its African markets.
IROKOtv is reported to have raised more than $8m so far. It boasts the biggest library of Nollywood movies and access to more than 10 000 hours of movies and TV shows from around the world.
In August last year, it announced it was branching out to include Hollywood, Bollywood, Korean and Telenovela television series and movies as part of its content and would be offering a new service of unlim
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Television viewers in South Africa are being given real alternatives for the first time. Viewers will soon be spoilt for choice, even if some options are more appealing than others - and some a lot more expensive than others. By Lloyd Gedye.
