South African Advertisers Shift Budgets from Linear TV to Digital Video

29 October 2026

With linear TV audiences in decline and streaming ad rates on the rise, three in ten advertisers in South Africa are moving a substantial chunk of their traditional TV budgets into digital video.

Google South Africa reports show that 30% of linear TV advertising budgets are being reallocated, with one-third of that spend going directly to YouTube. According to the report, a 32% reallocation of linear budgets to YouTube alone can drive up to 64% more sales by breaking through the traditional reach ceiling that TV ad buys have historically topped out at 60% of potential audiences.

This push to online video comes as the economics of traditional pay-TV continue to crumble. Pay-TV subscriptions fell by 9.6% in just one year, leaving a total of 6.7 million subscribers. Over five years, MultiChoice has lost 1.6 million linear TV customers, a year-over-year decline of 5.2%. At the same time, broadcasters spent 7.6% more to reach this shrinking audience through programming costs, which hit R17.2 billion, while overall broadcast revenue declined 4.6% to R33 billion.

While linear viewership declines, South Africans are streaming at record levels, averaging 112 minutes of daily viewing. Google finds South Africa ranks among the highest streaming audiences globally.

The streaming shift has even led to a shakeup in the largest streaming provider: Showmax, which had previously held 27% of the market, was replaced by Canal+.

When smart TVs first appeared in South African homes a decade ago, YouTube argued that connected TV would massively expand its viewing. YouTube has since made CTV the center of its ad offerings, promoting the platform's targeting and measurement capabilities. According to Google, more than 8 million South African households now own a smart TV, and CTV accounts for 32.6% of all YouTube watch time, surpassing mobile. CTV views grew 29% in just the first half of 2024, while mobile view time increased 16% over the same period.

The South African streaming market has evolved rapidly: Google research also shows that the BRC plans to update the country's video measurement metrics. After nearly 38 years, the initiative will move away from legacy Nielsen tracking.

This migration to CTV presents challenges: Major broadcasters' largest viewers tend to be older demographics. The top 21% of linear TV viewers account for 61% of all TV ad impressions. YouTube, however, reaches 7.3 million of South Africa's Gen Zers.

Toluna notes that load shedding in South Africa means digital-first, mobile-reliant ad platforms are expected to outperform traditional TV ad strategies.

South Africa, like most global markets, is witnessing a marketing battle between legacy TV and streaming. But the playing field is evolving faster than most. While US advertisers are beginning to allocate more budget to CTV and online video, South Africa has already moved significant spend to digital video. Approximately 30% of linear TV ad budgets in SA are being reallocated to YouTube.