UK's ITV fires Phillip Schofield over affair with younger male staffer he had groomed for decades as allegations swirl over top ITV execs cover-up and future of This Morning and Holly Willoughby.

by Thinus Ferreira

ITV in the United Kingdom has fired Phillip Schofield who was forced to admit on Friday that he's had a secret affair with a male staffer 34 years younger than him who he helped to get work on ITV's This Morning show.

The shocking revelations could lead to the exit of co-host Holly Willoughby, the end of Ths Morning, as well as the exit of top ITV executives if it comes out that they were complicit in a cover-up at the broadcaster, or where aware of the problem and did nothing.  

The shocking ITV, This Morning and Phillip Schofield revelations is a case of real life mirroring fiction.

The exploding Phillip Schofield scandal - following after his behaviour that's been ongoing for years and with ITV saying it did investigate rumours but found nothing - looks as if it's ripped straight from the American Apple TV+ drama series, The Morning Show.

In The Morning Show, the male anchor is fired after shocking revelations of inappropriate sexual relationships and how he abused his power and position to have sex with other and junior staffers, with his female co-host who had an inkling of what was going on.

Making it worse is that Phillip Schofield's wholly inappropriate relationship with Matthew McGreevy was known and gossiped about within Britain's TV industry, by showbiz reporters and many inside the media, although nobody did anything about it and failed to report on it for whatever reasons.

Phillip Schofield isn't very well known in South Africa but DStv subscribers would have seen him in some shows when MultiChoice carried the short-lived ITV Choice TV channel like The Cube, The Greatest Show on Ice, Dancing on Ice, and some British royal interview programming.

Phillip Schofield who came out as gay on This Morning just a few years ago after 27 years of marriage has allegedly been carrying on a secret affair with Matthew McGreevy who is around 34 years younger than him and who Phillip Schofield had allegedly been grooming since he was just around 10 years old when he was part of a local theatre group.

Phillip Schofield then got Matthew McGreevy a job at This Morning. Later - for reasons yet unknown - ITV moved Matthew McGreevy away from This Morning and over to the talk show Loose Women. 

When Phillip Schofield announced he was gay, insiders thought he was going to reveal his secret relationship with Matthew McGreevy but he didn't.

Last week Phillip Schofield was axed from This Morning, after the relationship between him and Holly Willoughby soured and got so strained that she demanded ITV bosses remove him. ITV however said it would still be working with Phillip Schofield and use him for other shows.

This Friday Phillip Schofield dropped the bombshell of his tawdry and inappropriate affair with the decades-younger man, which forced ITV to now completely distance itself from Phillip Schofield who will no longer do the other projects for ITV.

Phillip Schofield was also fired by his agent although he has a share in the YMU agency, as well as his lawyer, with his TV career that looks to be completely ruined over his shocking lies.

"I did have a consensual on-off relationship with a younger male colleague at This Morning," Phillip Schofield admits in his statement issued on Friday, saying his secret affair was "unwise" but "not illegal".

"'Contrary to speculation, whilst I met the man when he was a teenager and was asked to help him to get into television, it was only after he started to work on the show that it became more than a just a friendship. That relationship was unwise, but not illegal. It is now over."

"'I am painfully conscious that I have lied to my employers at ITV, to my colleagues and friends, to my agents, to the media and therefore the public and most importantly of all to my family. I am so very, very sorry, as I am for having been unfaithful to my wife."

"I am resigning from ITV with immediate effect, expressing my immense gratitude to them for all the amazing opportunities that they have given me. I will reflect on my very bad judgement in both participating in the relationship and then lying about it."

After his statement, YMU issued a statement.

"Honesty and integrity are core values for YMU's whole business, defining everything we do. Talent management is a relationship based entirely on trust," said Mary Bekhait, YMU Group CEO.

"This week, we have learned important new information about our client Phillip Schofield. These facts contradicted what Phillip had previously told YMU, as well as the external advisors we had brought in to support him. As a result, on Thursday we agreed to part company with Phillip, with immediate effect."

ITV in a statement says "We are deeply disappointed by the admissions of deceit made tonight by Phillip Schofield. The relationships we have with those we work with are based on trust".

"Philip made assurances to us which he now acknowledges were untrue and we feel badly let down. We accept his resignation from ITV and therefore can confirm that he will not be appearing on ITV as had previously been stated."

ITV did an investigation in 2020 into rumours of Phillip Schofield and his young lover but said it found no evidence. ITV called allegations at the time, in a statement, "malicious gossip". It turns out it wasn't. 

Meanwhile, Phillip Schofield's secret affair continued after he announced in February 2020 on-air that he was gay but left out that his younger lover was working at ITV - a job Matthew McGreevy got with the help and power of Phillip Schofield.

Now the Phillip Schofield scandal that destroyed his career, threatens the jobs of ITV CEO Carolyn McCall, ITV director of television Kevin Lygo, and ITV's head of daytime programming Emma Gormley and group corporate communications director Paul Moore, with allegations that they have been part of a cover-up of Phillip Schofield's affair.

Allegations are also swirling about what and how much Holly Willoughby knew, whether she could stay on, and if or when the tarnished This Morning is getting cancelled. 

The former This Morning presenter Eamonn Holmes said on Twitter that Phillip Schofield "has finally been caught out but he's not the only guilty party. Four high members of ITV management knew what sort of man he was and never took action to prevent him controlling or taking advantage of his position over young people".

ITV in a statement says that "ITV can confirm that when rumours of a relationship between Phillip Schofield and an employee of ITV first began to circulate in early 2020, ITV investigated. Both parties were questioned and both categorically and repeatedly denied the rumours as did Phillip’s then agency YMU".

"‘In addition, ITV spoke to a number of people who worked on This Morning and were not provided with, and did not find, any evidence of a relationship beyond hearsay and rumour."

"Phillip’s statement reveals that he lied to people at ITV, from senior management to fellow presenters, to YMU, to the media and to others over this relationship."

SABC looking for proposals for long-form local drama content for SABC1, SABC2 and SABC3.

by Thinus Ferreira 

The South African public broadcaster is looking to produce a long-running youth drama series for SABC1 like Skeem Saam with a focus on female, gay characters and disabled characters, a family drama for SABC2 centred around hope, and a telenovela for SABC3 that will likely be the replacement for The Estate. 

After a cash crunch that saw it abandoning its comprehensive so-called annual "requests for proposals" RFP-book over half a decade ago and which laid out its content plans which South African producers could pitch to produce, the SABC on Friday told the local TV biz that it's looking for three specific pitches.

The SABC's content commissioning intention for new local long-running shows comes as a welcome reprieve for the batter local production industry, damaged by years of Covid and when the broadcaster started to turn off the commissioning tap.

To stay afloat South Africa production companies have largely shifted away from the SABC to fulfil content commissions from eMedia for e.tv and its eVOD streamer, Netflix, MultiChoice's DStv and its streamer Showmax, as well as the M-Net, kykNET and Mzansi Magic channels that ramped up its local production output over the last few years.

The SABC is now awaiting proposals - one each for new drama series on SABC1, SABC2 and SABC3 - which would be able to survive in the competitive viewership environment as long-running series. Producers have a submit proposals until 28 July. 

The SABC's last big ratings hit was the Durban-set Uzalo on SABC1 which launched in 2015 and which is still ongoing, with the broadcaster - due to its ongoing financial struggles - that has been unable to put any long-running series on the SABC airwaves over the past eight years.  

The content division of the SABC's video entertainment division is now looking for show proposals for series which it plans to launch during prime-time across its three linear TV channels, which should all be "compelling and culturally authentic content with editorial uniqueness that resonates with our viewers". 

The SABC is also more and more open to so-called co-funding productions, where the broadcaster doesn't carry the production costs alone, in exchange for relinquishing some of the licensing rights.

SABC1: LGBTQ+, female and disabled

While the ageing trifecta TV of Uzalo, Generations - The Legacy and Skeem Saam continue to dominate in South Africa's TV ratings race as the most-watched shows on SABC1 and in the country, the SABC is looking to develop and produce another youth-centred show, like Skeem Saam for prime time.

"The themes and issues should be rooted, resonant and authentic to the realities confronted by the young in this rapidly changing world," says the SABC in its proposals brief for the SABC1 drama series.

"The concept should capture the spirit of our times, with a premise that is relevant and resonates with youth culture, music, fashion, retro being cool, side hustles, disruption of the norm."

"Characters should be original, multi-layered, and complex on a journey of self-discovery and truth. They should be agents of change, committed to forging a future that allows them to realize the fullness of who they are or aspire to be. Key focus areas include but not limited to the LBGTQ+ community, strong female-skewed stories and people with disabilities."

SABC2: Hopeful

For SABC2 the public broadcaster is looking for a drama series centred around the theme of "the power of hope".

The long-form open brief is for a family-orientated series where the power of hope "is an inherent part of being a human being. It defines what we want for our futures.."

"Hope links your past and present to the future. Hope is a motivator to take the next step forward to make things happen. Hope requires a clear vision; it keeps the dream alive. To have hope is to want an outcome that makes your life better in some way. Hope grows!"

"SABC2 is looking for concepts and ideas that broaden and celebrate the South African family in the context of home, society, and workplace. It remains committed to representing South Africa as part of the African continent and projecting the rich diversity of the continent."

"The channel delivers to diverse cultural and age demographics. Its content is aimed at education informal knowledge building and entertainment through a diverse representation of genre."

SABC3: High-concept, complex characters

With the channel's local telenovela The Estate, produced by Clive Morris Productions, wrapping filming next month on its third season and going off the air at the end of July, the SABC is looking for a new telenovela of which the proposal brief reads very much like what the channel had on air previously with Isidingo and The Estate.

The SABC is looking for a "high-concept drama" in its open brief for a new telenovela and notes that SABC3 wants a "drama series that explores the impact of this seismic shift in society on the individual, the family, community, and institutions at large".

"We are looking for original, highly authored and story-driven complex characters, set in a world that reflects the complex realities and contradictions of the lives of urban South Africans, where high-end brands get them a seat at the table, travel is part of self-care, and code-switching is a critical tool in building social capital."

"We are looking for a high-end/high concept drama that speaks to the SS3 DNA with themes that focus on class distinction, social mobility, career success, policy advancement and that explores the interpersonal dynamics that define this world."

"Key focus areas include, but are not limited to the nature and environment, economic reform, gender equity, mental health and culture and identity."

Producers will have to have three years of experience in doing long-form drama with at least one complete long-form drama already produced and broadcast, will have to submit episode summaries for at least 13 episodes along with their proposals, as well as a funding plan for hybrid-funding models.

The SABC says it will only consider proposals which are submitted through its SABC website portal for content submissions at www.sabc.co.za/sabc/content-submission-2/ and that the closing date is midnight on 28 July.

Besides the new drama series for the three channels, the SABC is still working through 998 other proposals the broadcaster received since August 2022, with 601 already evaluated and 397 left. 

"The teams are working tirelessly and diligently to finalise the process and provide feedback to all producers as soon as possible," says the SABC". "The video entertainment team has already begun the pitching and look forward to engaging with more producers as the process unfolds."

Why Disney's Star Wars Galactic Starcruiser hotel crashed and burned.

by Thinus Ferreira

Disney is shutting down its multi-million dollar, immersive Star Wars: Galactic Starcruiser hotel at the Walt Disney World Resort after just 18 months, saying the Mouse House has learnt lessons from the very expensive flop.

After opening in March 2022, Disney has announced that the Galactic Starcruiser will be shutting down in late September. 

On the Halcyon, located close to the Galaxy's Edge Star Wars attraction at Walt Disney World, holiday-goers were immersed in various interactive adventures "aboard" the ship with the crew who were actors, staying in character for the 2 days per stay that a "space journey" took.

"Star Wars: Galactic Starcruiser is one of our most creative projects ever and has been praised by our guests and recognised for setting a new bar for innovation and immersive entertainment," Disney said in a statement announcing that it's shuttering the hotel after 18 months.

"This premium, boutique experience gave us the opportunity to try new things on a smaller scale of 100 rooms, and as we prepare for its final voyage, we will take what we’ve learned to create future experiences that can reach more of our guests and fans."

Disney spent hundreds of millions of dollars to create Star Wars: Galactic Starcruiser in Orlando, Florida in the United States during the reign of the now-ousted Disney CEO Bob Chapek but its last voyage will now be on 28 to 30 September.

The experience had an out-of-this-world price, starting at $4800 (R94 000) for two people sharing a cabin, to $6000 (R117 500) for a family of four.

After it opened, Bob Chapek kept hyping the popularity of Star Wars: Galactic Starcruiser, saying at the time that demand for booking remained very strong and that "response to next-generation storytelling like Star Wars: Galactic Starcruiser has been phenomenal."

In a Q&A session at at a JP Morgan communications conference this week, Josh D'Amaro, Disney parks, experiences and products chairman, said that the Galactic Starcruise was a stunning asset.

"The Imagineers did a stunning job putting it together, it got high guest ratings but it didn't perform how we wanted it to, so we decided we'd sunset it. It was a never-before-seen type experience and it raised the bar creatively but it was time."

Pete Werner, co-owner of the Dreams Unlimited Travel travel service in Orlando, on his DIS Unplugged podcast this week, weighed in and said "As far as what went wrong - we don't have to guess".

"Every major Disney outlet said the same thing when the pricing came out: The pricing was insane! Absolutely insane. Too expensive - and focused on a micro-niche market. I said it at the time: It's not sustainable long-term."

"The audience told them this. As usual Disney management rolled their eyes and doesn't take us seriously. Had they listened to us from the beginning, maybe they could have adjusted some things that would have given this at least a little bit longer life, if not made it a sustainable business model. But they don't do that," Werner said.

eMedia to continue content spend on eVOD driven by eOriginals and Afrikaans-Turkish novelas as Openview that accounts for quarter of ad revenue reaches 3.2 activations.

by Thinus Ferreira

eMedia's Openview which now brings in a quarter of its total ad revenue is on the cusp of being in 3.2 million TV households with TV ratings up for its various e-packaged channels, while it will continue to invest in eOriginals and Afrikaans-dubbed Turkish telenovelas which are the main subscriber drivers of its eVOD video streamer.

eMedia Holdings published its annual financial results for the year ending 31 March 2023 on Thursday, noting that there's been an improvement in the TV ratings of the other six e-packaged linear TV channels produced by the group.

According to eMedia, the eExtra, eMovies Extra and eReality channels rank in the top 15 of all satellite channels available in South Africa, with eMedia planning to launch a few more new TV channels on Openview in the next financial year.

Openview

According to eMedia, Openview now accounts for almost a quarter of eMedia's entire advertising revenue.

"This direct-to-home (DTH) unit of the business accounted for 23.8% of the advertising revenue amounting to R501.3 million which is up from R468.7 million in the previous year," eMedia says.

The company notes that "Despite difficult trading conditions in the form of 282 days of load shedding, which have had a direct impact on TV viewing, the group is satisfied with the financial performance."

"The available revenue for TV was impacted so much so that it has resulted in a reduction of almost R500 million in advertising revenue to the industry."

eMedia says  Openview set-top box activations for the year amounted to 513 840, taking the number of activated set-top boxes to 3 166 461. eMedia doesn't specify how many of the almost 3.2 activated Openview boxes remain active and in use.

As it did during its previous financial report, eMedia once again said that it plans to bring a next upgraded phase of Openview STBs to the market, which will be "a smarter set-top box which will have memory facilities and Wi-Fi capability".

MultiChoice carriage fight

eMedia says its squabble with MultiChoice over four e-packaged TV channels it provides to the Randburg-based pay-TV operator is ongoing, noting that the case "is still under investigation by the Competition Commission after non-renewal of the channel carriage agreement".

eMedia says that these TV channels remain on MultiChoice's DStv for the time being, since a ruling is still pending from the Competition Commission.

eVOD driven by eOriginals and Afrikaans-Turkish novelas

eMedia's video streaming service eVOD is now a year old and the company says it has been "well-accepted in its target market".

eVOD battles the flurry of video streamers available in South Africa, ranging from MultiChoice's Showmax and Netflix, to Amazon Prime Video, Apple TV+, Disney+, SABC+ and VIU.

eMedia doesn't want to reveal subscriber numbers but says "The number of registered viewers to date has been very encouraging with the average daily minutes viewed in excess of 1.5 million."

"The eOriginals offering, together with the Afrikaans Turkish telenovellas on eVOD is the leading audience generator on eVOD making the group bullish about investing a further R100 million per annum in local original content which will be amortised across the group's platforms and channels. To date the group has added 73 hours of original content to its slate."

Openview Ultra

While eMedia launched Openview Ultra with a gay bouquet and a Bollywood bouquet of pay-TV channels, it happened less than a month before the end of eMedia's financial year this year, with eMedia not yet saying anything regarding its uptake and performance.

e.tv

Regarding its commercial free-to-air TV channel, e.tv, eMedia says that the "prime-time market share for e.tv has shown a slight decrease to 21.4% audience share".  eMedia blames Eskom's ongoing electricity blackouts known as "load-shedding".

"The continued load-shedding has seen a change in viewer patterns and this has seen an impact on some of the shows."

eMedia says that Scandal! and House of Zwide continue to have a demanding market share in their respective timeslots. 

"e.tv continues to face the impact of the uncertainty of the imminent analogue switch-off facing the country but the group is confident that the audience share will be carefully managed. At present the group is once again engaging with the department of communication in relation to the switch-off date with e.tv stating that too many ordinary South Africans will remain without TV with a hard switch-off."

ALSO READ: eMedia extends channel carriage agreement for a further 5 years with MultiChoice for eNCA on DStv until mid-2028 but accepts carriage fee cut.

eMedia extends channel carriage agreement for a further 5 years with MultiChoice for eNCA on DStv until mid-2028 but accepts carriage fee cut.

by Thinus Ferreira

eMedia's eNCA (DStv 403) will remain available on MultiChoice's DStv platform for another five years until at least mid-2028, although in a tough-bargaining channel agreement, eMedia accepted a decrease in the channel carriage fees MultiChoice is paying to have the South African TV news channel on its platform.

eMedia Holdings published its annual financial results for the year ending 31 March 2023 on Thursday, noting that the group's revenue of R3.1 billion was R20 million less than the previous year due to lower TV advertising income and a reduction in the eNCA licence fee paid by MultiChoice for the news channel.

eNCA, which will turn 15 in June and launched as the eNews Channel in 2008, used to be the most-watched TV news channel in South Africa but has since slipped to second place behind the South African public broadcaster's SABC News which is available on more DStv bouquets and has access to a larger potential pay-TV audience.

eNCA is still the most-watched TV news channel on DStv under higher-income earners within the LSM 8 to 10 consumer segment, and is second overall after SABC News (DStv 404) and still ahead of Thanbile Ngawto and Thokozani Nkosi's Newzroom Africa (DStv 405).

eMedia says as part of the extended channel carriage agreement eNCA as a TV news channel will remain exclusive to the DStv service.

eMedia Holdings notes that it has cut operational costs at eNCA through decreasing employee costs, with a "significant portion of the decrease which can be attributed to the closing of the News & Sports channel on Openview as well as retrenchments due to efficiencies at eNCA".

MultiChoice to expand sports gambling in South Africa leveraging SuperSport brand name to launch SuperSportBET.

by Thinus Ferreira

MultiChoice plans to expand its partnership with KingMakers in sports gambling elsewhere in Africa to South Africa where it will leverage its SuperSport brand name to launch SuperSportBET as a new consumer gambling venture.

MultiChoice made the announcement on Wednesday during its first Capital Markets Day which was held as a virtual event.

MultiChoice calls sports gambling and betting "gaming" and plans to bring sports gambling to South Africa under a new banner of SuperSportBET.

SuperSportBET shouldn't be confused with Paramount Global and Paramount Africa's BET (DStv 129) linear channel running in South Africa and across sub-Saharan Africa. 

MultiChoice which is already working with KingMakers as a sports gambling and betting company elsewhere in Africa, will expand MultiChoice's gambling business in South Africa with the help of KingMakers.

MultiChoice will be using its SuperSport brand name to try and win gamblers to SuperSportBET, and will be using its existing database to try and entice existing DStv subscribers to gamble, noting that 77% of DStv subscribers are already active gamblers and engage in match outcome predictions.

MultiChoice and KingMakers plan to launch SuperSportBET by the end of this year in South Africa, Kim Reid, KingMakers CEO said during the presentation.

KingMakers already runs sports gambling ventures under the BetKing banner in Nigeria as well as SuperPicks in Ghana.

According to Kim Reid, Africa is the fastest-growing gambling market worldwide, with gambling revenue set to rise by 17% by 2027, while online gambling and betting in sub-Saharan Africa is set grow from $2.9 billion (R55.7 billion) to $5.5 billion (R105 billion) by 2027.

In South Africa, online gambling will increase from $13 (R231) per person in 2022 to $18 (R346) by 2027.

MultiChoice: Eskom's Stage 6 electricity blackouts wipe out a third of SA's total TV viewership.

by Thinus Ferreira

MultiChoice sees a direct impact between the levels of electricity blackouts in the country and DStv subscribers, with the pay-TV operator that revealed South Africa's total TV audience gets slashed by over a third when Eskom is in a Stage 6 load-shedding phase.

Tim Jacobs, MultiChoice's chief financial officer, during the Q&A session of the pay-TV company's first MultiChoice Capital Markets Day held on Wednesday as a virtual event, said that the company can directly see how DStv subscribers and TV viewers in general in South Africa are bearing the brunt of Eskom's inability to keep the power on.

South Africa continues to be plagued by Eskom's ongoing electricity blackouts - locally referred to as "load-shedding" - oscillating between Stage 4 and Stage 6 and wiping millions of television households from the country's TV ratings system daily who watch the SABC, e.tv, or various StarSat or DStv pay-TV channels. 

"We see a direct correlation between the level of load-shedding and the impact on our customers," Tim Jacobs said.

"Once you get into Stage 6 load-shedding - where we've been for quite a bit of the second half of this last financial year - we see two direct correlations that we look at."

"The first one is we look at industry data which is independent of us, so when we have a look at the industry as a whole, at Stage 6 viewership dropped by 34%, whereas on the DStv platform we only dropped 12%."

"The second statistic that we use is the difference between what's happening to our 90-days subscriber base and our active subscriber base at any point in time. We are seeing a disconnect between these two where active subscribers have gone negative but we still see growth in 90-days subscriber base."

"What that tells us is that in our view - although people are under economic pressure and they are choosing tactically when to come and renew their subscriptions, they still want to be on the DStv platform. The 90-days - over a period of three months - that number is a lot higher than the active day subscribers.

"That means that our product is still resonating with customers. We're still comfortable that despite load-shedding customers will come back and we've had experience of this in Africa. In a number of markets in particular, if you look at Zambia and Zimbabwe, Ghana's had electricity problems, and all of these markets tend to bounce back quite strongly once those issues are resolved."

MultiChoice pushes launch of Sky's DStv Glass TV out by 2 years.

by Thinus Ferreira

MultiChoice has pushed the launch of its DStv Glass out by up to as much as 2 years, with the smart TV set taken from Comcast's Sky in the United Kingdom, which will no longer go on sale this year as originally promised but only between November 2024 and May 2025.

In September 2022, Calvo Mawela, MultiChoice CEO, said that the DStv Glass TV set would launch in South Africa in 2023.

On Wednesday, Calvo Mawela, during a virtual recording of MultiChoice's first Capital Markets Day presentation, revealed that the DStv Glass launch date has now been pushed out by between a year and a half, and up to two years.

"We plan to launch DStv Glass in a partnership with Sky in 18 to 24 months," Calvo Mawela said. "We are proud to be launching one of the most innovative television products and most-powerful content aggregation tools globally."

Sky in the United Kingdom which is part of Comcast, introduced Sky Glass in October 2021, and although it contains the word "glass" the product doesn't have a lot of real glass in it - the 4K QLED TV has a 4K Ultra HD Quantum Dot screen with Dolby Atmos and a built-in soundbar at the bottom.

While Sky Glass - which will be branded DStv Glass in South Africa - is available in five different colours and in 43, 55 and 65-inch sizes, it's not yet clear which of these colours and sizes MultiChoice will sell DStv Glass as in South Africa.

MultiChoice says the DStv Glass, similar to Sky Glass, will offer a "world-class streaming aggregation product that will include the collation and search functionality across MultiChoice's own content and third-party apps".

The DStv Glass will also come with voice search, but interestingly the streaming Sky Glass has no storage in the way that a traditional DStv Explora decoder has.

Instead, you press the "+" button on the remote control which adds items to your playlist. The device then grabs the episodes wherever they might be found and then lists them for watching. There's no recording with everything streaming on demand.

ALSO READ: Sky's new Sky Glass raises the pay-TV ceiling with an integrated new smart TV that seamlessly aggregates content everywhere to 'reimagine' the biggest screen in the home.

Streaming TV: Viewers lost in a vast sea of options.

by Thinus Ferreira

New market research from America that has bearing on the same situation in South Africa, shows that TV viewers are getting lost in the video streaming wars, with consumers feeling that they're lost in "a vast sea of options" and struggling with what makes one streamer different from the next.

Hub Entertainment Research has released a new study showing that the proliferation of video streaming services - each funnelling their own collections of acquired and new content - are creating congestion, making the content discovery process and deciding what to watch, even more difficult.

According to Hub Entertainment Research, consumers struggle to figure out what really makes Netflix different from Disney+, or Amazon Prime Video different from Apple TV+.

According to the market research done in America in January 2023, 98% of respondents have heard of Netflix but only 79% could say what made it different and unique from other similar services.

For Amazon Prime Video, 97% knew about it but only 69% could differentiate it from competing service. For Disney+ it was 96% and 67%, and for Apple TV+ 93% and 46%. 

Other streamers not yet available in South Africa like HBO Max now renamed Max, and Paramount+ there was a similar higher percentage of knowing about it, a much lower percentage when it came to know how it's different.

Add into the picture that South African consumers have access to additional video streamers like MultiChoice's Showmax, eMedia's eVOD, the South African public broadcaster's SABC+ and smaller players like PCCW's VIU, BritBox, Marquee TV, PrideTV, CineMagic and some others, it's clear how consumers are overwhelmed by what's available and differentiating.

Interestingly, according to the study, 41% of respondents signed up for a video streaming service over the past year just to watch one show - an increase from 35% from the previous year. In households with kids, it was much higher at 54% - an indication that kids are influential and helping to drive the uptake of streaming services.

Regarding cancelling a video streaming subscription, respondents cited that they've "ran out of things to watch" as the most common reason.

In January 2023, 29% said they had watched the Paramount series Yellowstone on a streaming service and which is now on M-Net (DStv 101) in South Africa. 

A massive 70% said they've moved on to watch one of the Yellowstone spinoff series. This means consumers are jumping around between video streamers since Yellowstone is on Peacock in the United States, but the spinoffs are on Paramount+.

"Content has always been king but as the streaming ecosystem gets more crowded, the role of IP branding on which platforms viewers sign up for and keep is more direct than ever," says Jon Giegengack, principal and Hub founder.

"And at a time when mitigating churn has become job one for providers, valuable IP will be more valuable than ever."