A data profile of the people who buy, follow and care about Discovery+ in South Africa — modelled from more than twelve digital signal sources. Discovery+ has an estimated audience of 1,656,004 people in South Africa.
Discovery+ has an estimated audience of 1,656,004 people in South Africa. 52.4% are female, 47.6% are male, average age 35.9. Top brand affinities: Toyota Hilux, Toyota Land Cruiser, Volkswagen Amarok, Solar power, Toyota RAV4.
Top brand affinities include Toyota Hilux, Toyota Land Cruiser, Volkswagen Amarok, with strongest over-indexing on Toyota Hilux (2.56× the country average).
Demographically, the Discovery+ audience skews balanced with an average age of 35.9, and over-indexes on personality traits such as Quality Awareness, Sustainability.
The typical Discovery+ fan in South Africa is balanced, around 35.9 years old, with strong Quality Awareness tendencies and a notable affinity for Toyota Hilux.
The key figures that characterise the Discovery+ profile in South Africa.
52.4% are female, 47.6% are male, average age 35.9.
| Metric | Value |
|---|---|
| Female | 52.4% |
| Male | 47.6% |
| Average age | 35.9 |
| Estimated audience size | 1,656,004 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 26% | |
| 30-39 | 19% | |
| 40-49 | 12% | |
| 50+ | 17% |
of the worldwide Discovery+ audience comes from South Africa.
| Country | Share |
|---|---|
| South Africa | 25.9% |
| United States | 24.1% |
| Germany | 10.9% |
The strongest cross-interests of the Discovery+ audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Opel Mokka | Cars & Mobility | 3.48× | ||
| 02 | Toyota Hilux | Cars & Mobility | 2.56× | ||
| 03 | Toyota RAV4 | Cars & Mobility | 2.49× | ||
| 04 | Toyota Land Cruiser | Cars & Mobility | 2.32× | ||
| 05 | Volkswagen Amarok | Cars & Mobility | 2.24× | ||
| 06 | Ford EcoSport | Cars & Mobility | 2.23× | ||
| 07 | BMW X3 | Cars & Mobility | 2.20× | ||
| 08 | Opel | Cars & Mobility | 2.04× | ||
| 09 | Ford Fiesta | Cars & Mobility | 1.96× | ||
| 10 | BMW X5 | Cars & Mobility | 1.94× | ||
| 11 | Toyota Yaris | Cars & Mobility | 1.94× | ||
| 12 | Automobile repair shop | Cars & Mobility | 1.92× | ||
| 13 | Hyundai i20 | Cars & Mobility | 1.88× | ||
| 14 | BMW 3 Series | Cars & Mobility | 1.80× | ||
| 15 | Toyota Corolla | Cars & Mobility | 1.72× | ||
| 16 | Volkswagen Tiguan | Cars & Mobility | 1.71× | ||
| 17 | Solar power | Home & Garden | 1.61× | ||
| 18 | NASDAQ | Business & Career | 1.61× | ||
| 19 | Volvo | Cars & Mobility | 1.60× | ||
| 20 | Air pollution | Health | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.37× | |
| Sustainability | BALANCE | 1.15× | |
| Pet Ownership | JOY | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.81× | |
| Social Media Usage | JOY | 0.84× | |
| Extroversion | THRILL | 0.85× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in South Africa who actively search for Discovery+. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across South Africa. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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