By 2026, South Africa's video engagement rate has stabilized at around 4.8%, reflecting increased consumer interest in short-form and social media videos. The surge in digital content creation, with over 1.2 million active creators, indicates a vibrant local ecosystem. The majority of video consumption occurs on mobile devices, accounting for 78%, emphasizing the importance of mobile-optimized content for brands targeting South African audiences.
Digital video advertising expenditure continues to grow, reaching approximately R2.35 billion (USD 140 million), driven by brands seeking to enhance engagement and conversions. Consumers spend an average of 35 minutes daily watching videos, highlighting the significance of video marketing in South Africa’s digital landscape. As digital maturity increases, businesses are leveraging innovative formats to capture attention and foster brand loyalty.