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

<p dir="ltr">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.</p><p dir="ltr">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.</p>