The impact of internet streaming technologies on the television broadcasting industry in South Africa.

This study examines the disruptive impact of internet streaming technologies, particularly over-the-top (OTT) services such as Netflix, on South Africa's traditional television broadcasting industry, exemplified by DStv. It examines how advancements in cloud computing, AI personalisation algorithms, adaptive bitrate streaming, content delivery networks (CDNs), and high-speed networks (4G/5G) have shifted consumer preferences toward flexible, on-demand viewing, challenging rigid scheduled programming and revenue models of legacy broadcasters. The research highlights negative effects on traditional broadcasters, including subscriber loss, revenue shifts to targeted advertising, and cultural dilution, while emphasising the need for adaptive strategies, hybrid regulations, and technological integration to maintain competitiveness.This qualitative study used the inductive approach using a case study design. The research adopted the Technology Acceptance Model (TAM) to analyse user perceptions of usefulness and ease of use. Data were collected through semi-structured interviews with Netflix and DStv subscribers in Cape Town, supplemented by document analysis of literature, newspaper articles, and institutional reports. Thematic analysis was employed to identify patterns in transcripts, focusing on factors influencing OTT adoption, such as affordability, convenience, and quality of experience (QoE). Ethical considerations included informed consent and confidentiality, with the study limited to urban perspectives and emphasising the need for ongoing research amid rapid technological evolution.本研究聚焦互联网流媒体技术，尤其是网飞（Netflix）这类过顶（over-the-top, OTT）服务，对南非传统电视广播行业的颠覆性影响，该行业以DStv为典型代表。本研究探讨了云计算、人工智能（AI）个性化算法、自适应比特率流媒体、内容分发网络（content delivery networks, CDNs）以及高速网络（4G/5G）等技术的进步，如何推动消费者偏好转向灵活的按需收视模式，对传统广播机构僵化的排期播出模式与营收模式构成挑战。研究指出，传统广播机构将面临用户流失、营收转向定向广告以及文化稀释等负面影响，同时强调传统广播机构需采取适应性策略、推行混合监管模式并实现技术融合，以维持市场竞争力。 本研究为质性研究，采用归纳式研究方法与案例研究设计，并借助技术接受模型（Technology Acceptance Model, TAM）分析用户对系统有用性与易用性的感知。研究数据通过对开普敦地区网飞与DStv付费订阅用户的半结构化访谈收集，并辅以文献、报纸文章与行业机构报告的文本分析。本研究采用主题分析法对访谈转录文本进行模式识别，重点关注影响OTT服务采纳的各类因素，包括价格可负担性、使用便利性与体验质量（quality of experience, QoE）。本研究遵循知情同意与保密等伦理规范，且研究样本仅覆盖城市用户群体，同时强调在技术快速迭代的背景下，亟需开展持续性研究以跟进行业发展。