Who wins the battle of the streaming giants?

Netflix hands down is the most recognisable name among global audiences. On the other hand, Showmax offers subscribers a decent range of international and local content and, at less than a hundred bucks a month, is more affordable than Netflix.

eVOD is even more competitively priced but only offers limited international content, while Viu viewers enjoy international content and the best of SABC's primetime — for free, nogal.

So which streaming service is the best option, as the rising cost of living means that wallets grow lighter, but content consumption is heavier than ever? It depends.

Thanks to the proliferation of services over the past few years, streaming — or video on demand (VOD) — has become ultra-competitive as providers strive to win a bigger viewership pie. This means South Africans are spoiled for choice regarding local and international content.

Should you compare five of the best-known streaming services locally, there's no clear-cut answer as to which one is the best choice — it's a matter of preference and affordability.

As an advertising or ad-funded video-on-demand service (AVOD), Viu is an excellent option for those who are cost-conscious but keen on a wide variety of content, with its core value proposition anchored in the best-loved South African shows.

It offers excellent value for those who enjoy quality international and local TV and don't mind watching a few commercials in exchange for free entertainment.

Showmax is another option — but at R99 a month, it may not be not affordable for every budget. It does, however, broadcast DStv content at a fraction of the price and sports fans can upgrade their plans to include sports, though they'll pay a higher fee.

While Netflix is the strongest brand in the category, it reaches a limited, higher-income audience primarily seeking international content, meaning it needs to be more in touch with the South African market.

Viu is the largest streaming service in terms of audience size, followed by Showmax, proving how valuable local content is to a South African audience.

While Netflix might be the most recognisable name in streaming, in South Africa, Viu and Showmax have significantly more extensive libraries than Netflix, providing far more options for viewers.

Ad-funded is the way forward

The subscription video-on-demand (SVOD) model is most commonly employed by streaming providers. However, this model is not without its challenges, and providers are considering new pricing models to keep meeting their growth targets.

The numbers prove that the 'pure SVOD' model has peaked, and more affordable mixed-pricing models are being introduced to audiences.

For the South African market, advertising or ad-funded video on demand (AVOD) is the fastest, most sustainable route to growth, coupled with excellent content.

Removing the paywall, curating the advertising experience by limiting unnecessary exposure and offering compelling content with a focus on local is what viewers want.

For more information, visit www.reachafrica.com.