Rascasse Audience Intelligence

Streaming media Audience in South Africa

A data profile of the people who buy, follow and care about Streaming media in South Africa — modelled from more than twelve digital signal sources. Streaming media has an estimated audience of 1,617,781 people in South Africa.

#281among Topic in South Africa
#21in Technology & Electronics

Streaming media has an estimated audience of 1,617,781 people in South Africa. 51.1% are female, 48.9% are male, average age 35.2. Top brand affinities: Noise-cancelling headphones, Cannes Film Festival, Amazon Music, True Detective, Online music store.

Top brand affinities include Noise-cancelling headphones, Cannes Film Festival, Amazon Music, with strongest over-indexing on Noise-cancelling headphones (1.51× the country average).

Demographically, the Streaming media audience skews balanced with an average age of 35.2, and over-indexes on personality traits such as Early Adopter Mentality, Sustainability.

The typical Streaming media fan in South Africa is balanced, around 35.2 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Noise-cancelling headphones.

Category: Technology & Electronics · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Streaming media profile in South Africa.

Audience size
1.6M
in South Africa
Gender
51.1%♀
48.9% male
Age
35.2
average years
Country rank
#414
Topic in South Africa
Fig. 01

Search interest · 12-month trend

-53%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Streaming media fans

51.1% are female, 48.9% are male, average age 35.2.

Fig. 02

Gender split

51.1%
Female
48.9%
Male
Demographic split for Streaming media audience in South Africa
MetricValue
Female51.1%
Male48.9%
Average age35.2
Estimated audience size1,617,781
Fig. 03

Age distribution

Ø 35.2
average years
Age distribution of the Streaming media audience in South Africa
Age bracketShare%
16-1930%
20-2925%
30-3917%
40-4912%
50+17%
Fig. 04

Worldwide distribution

0.6%

of the worldwide Streaming media audience comes from South Africa.

Worldwide audience distribution share by country for Streaming media
CountryShare
United States26.0%
Italy4.6%
United Kingdom4.6%
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Streaming media audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Streaming media audience
#·InterestCategoryAffinity×
01SennheiserTechnology & Electronics1.85×
02Detroit PistonsSports1.76×
03True DetectiveMovies & TV1.73×
04Will FerrellMovies & TV1.73×
05Better Call SaulMovies & TV1.69×
06Hotspot (Wi-Fi)Technology & Electronics1.68×
07Fan conventionMovies & TV1.67×
08Amazon MusicMusic & Radio1.65×
09Amazon Instant VideoMovies & TV1.65×
10Online music storeMusic & Radio1.62×
11james arthurMusic & Radio1.60×
12Pay-per-viewMovies & TV1.57×
13Cannes Film FestivalMovies & TV1.56×
14Bowers & WilkinsTechnology & Electronics1.55×
15Jean-Michel JarreMusic & Radio1.55×
16EuroLeagueSports1.54×
17The Avengers (2012 film)Movies & TV1.52×
18Noise-cancelling headphonesTechnology & Electronics1.51×
19SonosTechnology & Electronics1.51×
20Ultra-high-definition televisionMovies & TV1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Streaming media audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Streaming media audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.13×
SustainabilityBALANCE1.07×
IndulgenceJOY1.05×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Streaming media audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.77×
CreativityOPEN0.85×
Price SensitivityPREMIUM0.85×
0×1.00× baseline2×
Appendix

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How to read this data

Audience size is the estimated number of people in South Africa who actively search for Streaming media. 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.

About this audience profile

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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