THOUGHT LEADERSHIP: STRONGER TOGETHER
2022 has provided more content, more of the time and across any device the viewer wishes to choose. At DMS we have entered the year on a strong footing with solid Group results to keep us offering the best advertising solutions across our eco-system broadening our accumulative reach offering.
Our Pay TV subscriber base has achieved its highest level yet, breaking through the 9 million subscriber mark as per our FY22 results released in June’22. From a streaming perspective we have seen a big uptake in streaming viewership across our channel selection with the Unique User base for DStv App growing by over 70%, with monthly impressions ranging over 100 million impressions. Our Top End and Middle market DStv App Live user unique base has seen an increase of 22% and 125% respectively. This is indicative based on device usage shifting to over 50% being via Connected TV (either Smart or via media boxes).
The biggest trend and out take from this is that prime time is becoming the new all-time – broadcast quality content is no longer confined to the home it is accessible anywhere and on the go, as long as you have the DStv App linked to the main account holder and some data. Our viewers are resilient and loyal to their favourite content pieces whether that be live sporting events or the tentpole titles; not even load shedding can hinder their viewing with the DStv app offering a handy crossover during those load shedding moments – up takes of over 100% in impressions noted across certain days. (9th July’22 saw an increase in impressions in excess of 142% compared to the previous day).
Local content is continuously proving its might across the platform in terms of audience delivery and content consumption – across both Live and VOD, Decoder and App. Local is no longer just confined to certain segments within our viewer profile and has a 47% share of all content . It crosses all types of viewers and is a constant in the top 5 across our top, middle and mass-market segments when it comes to audience delivery.