For decades, television was the heavyweight of media spend. If you wanted mass reach, you bought primetime TV. Simple. However, audiences no longer consume video in the same way. The living room screen is still central. Yet, it is now connected, streaming and personalised. This shift is pulling advertising budgets in a new direction.
The rise of connected TV is driving this change. Viewers are no longer tied to a broadcast schedule. They can move fluidly between Showmax, YouTube and Netflix apps on smart TVs, mobile phones or tablets.
A shift in advertising
For advertisers, relying solely on linear TV for mass reach is no longer a guarantee. The power has shifted to platforms where audiences spend their time. On these platforms, ROI can be tracked with the same clarity as digital. This is where the connected TV tipping point begins to emerge.
Globally, the transition is already visible. In the US, digital video – including connected TV – is set to capture nearly 60% of all TV and video ad spend by 2025. Connected TV alone is projected to reach $26.6 billion. In the UK, video-on-demand advertising now accounts for just over a quarter of all TV ad revenue (£1.3 billion in 2024). Forecasts suggest another 17% increase in 2025.
Even in emerging markets, cracks are showing. India illustrates this clearly. As connected devices become cheaper and broadband spreads, advertisers are shifting budgets from linear to connected TV. The market already represents 4.4% of television ad spend. Forecasts suggest it could climb to 42% by 2027. This is another signal that a connected TV tipping point is unfolding worldwide.
Audiences are moving, and brands must move too
South Africa has not yet reached this stage, but the signals are getting harder to ignore. Smart TV ownership is climbing as costs drop and manufacturers bundle internet-ready sets. Streaming platforms such as Netflix, Disney+, Showmax, YouTube and Plex are now part of everyday viewing.
Younger audiences already prefer streaming, while older viewers divide their time more evenly. The result is a gradual but undeniable shift. Measurement will be the next domino.
Historically, TV offered reach but little proof of ROI. Connected TV now brings digital-style transparency. Advertisers can access granular targeting, impression-level reporting, frequency management and performance data. These tools make it easier to justify spend. As agencies and planners gain confidence in programmatic connected TV buying, resistance to reallocating budgets will weaken further.
The cost equation strengthens the case. Connected TV promises efficiency with fewer wasted impressions and more precise targeting. Instead of paying for every viewer in a primetime slot, brands can direct spending to the right geography, behaviour or interest group. In South Africa’s scrutinised budget environment, this efficiency could tip the scales.
Still, South Africa will not leap straight into a connected TV-first economy. Local infrastructure, consumer behaviour and brand conservatism slow the pace. Historically, the country has lagged global media shifts by two to three years. Yet, the trajectory remains consistent. The same forces that pulled spend into social media a decade ago are now reshaping video.
One bold move could spark a chain reaction
The connected TV tipping point is likely to arrive when one or two major advertisers reallocate significant portions of their TV budgets to connected TV and deliver visible results. That kind of proof case will ripple across the industry.
Planners and brands that have been hesitant will follow. In India, these reallocations are already moving from experimental to systematic. South Africa may not be far behind.
So, what should marketers do now?
First, understand where audiences truly are. Data shows that streaming platform usage is rising across age groups. Connected TV offers access to these audiences with better targeting and reporting.
Second, test early. Building internal expertise in connected TV planning and programmatic buying now will pay off when competition intensifies. Finally, reimagine creative. Connected TV ’s formats reward agility and cultural relevance in ways traditional TV spots cannot.
Television is not disappearing. It is evolving into something more hybrid, more measurable and ultimately more accountable. For brands, the challenge is to evolve with it. Those who cling to the comfort of linear buys may soon pay more for less attention.
Those who lean into connected TV early as part of their broadcast “platform advertising stack” could unlock the same disruptive advantages that digital and social once delivered. The tipping point is coming. The only question is who will lead the charge and who will be left playing catch-up.
Leslie Adams | Sales Director | Reach Africa | mail me |
