More South Africans say they watch Showmax than Netflix, although video streaming remains tiny under consumers - 73% say they haven't watched any streaming content for the past week.

More South Africans say they're watching Showmax than rival Netflix South Africa – but by just a smidgen, although Netflix's video streaming service is more popular in the top "supergroups" of consumers, while Naspers' SVOD leads in the two middle groups.

A new survey of the Broadcast Research Council of South Africa (BRCSA) looking at brands and services in South Africa that just released the results, surveyed 3 154 South Africans from all socio-economic levels in urban and rural South Africa between January and June this year.

South Africans said SABC1 is their most often watched TV channel, that eNCA (DStv 403) on MultiChoice’s DStv is their most often watched TV news channel, and that SuperSport 4 (DStv 204) is their most often watched sports channel.

The survey also reveals the interesting rise in the growing popularity of TV channels making inroads and carving away at the SABC’s television dominance.

While SABC1, followed by e.tv, SABC2 and SABC3 are still the biggest and most often watched channels, e.tv’s set of free-to-air channels like eMovies and eExtra are rapidly gaining traction, as is the Indian-infused Zee World (DStv 166). 

M-Net’s Mzansi Magic (DStv 161) is the TV channel that leads the charge on smartphones as the most watched channel on this type of device.

YouTube is by far the most viewed streaming service in South Africa, with more South Africans saying they're making use of Showmax often, than those indicating they're using Netflix – but by a very narrow margin. 

While 24% of users said they've used YouTube in the past week, 5% indicated that they've accessed Showmax, and 4% said they’ve accessed Netflix. 

One percent accessed other streaming services like Amazon Prime Video. A whopping 87% said they use YouTube most often, followed by 6% for Showmax, 5% for Netflix and 2% for other.

With new, segmented so-called Socio-Economic Measure (SEM) "supergroups" that have replaced the outdated Living Standards Measure (LSM) that advertisers and marketers use to target and identify South African consumers, the survey reveals that Netflix is the most preferred and used video streaming service in South Africa's three top consumer "supergroups" of 3, 4 and 5 – the wealthiest consumers.

In SEM supergroup 5, 22% of people said that they have watched Netflix in the past week. 

In SEM supergroup 4, 17% of people said they have watched Netflix in South Africa in the past week and it was 36% for supergroup 3. 

That was more than for Showmax that had 17% viewing under SEM supergroup 5 in the past week, 15% for SEM supergroup 4, and 32% for SEM supergroup 3.

Showmax however outranked Netflix in the lower end of the consumer market where Showmax is more popular than Netflix. 

In SEM supergroup 2, 30% of people said they've watched Showmax the past week (compared to 21% for Netflix), and 6% of SEM supergroup 1 respondents indicated that they've watched Showmax in the past seven days, compared to 4% for Netflix.

The survey makes clear how small video streaming services are still in South Africa, with 73% of South Africans in the survey saying they have not watched any video streaming content in the past week.