We’re kicking off something new in the Reach Africa newsletter: Play. Pause. Skip. – a quick, no-frills take on industry trends. Each month, we'll put three topics on the table, and our guest gives their instinctive reaction: Play (let's go!), Pause (let’s see), or Skip (not convinced), along with a quick take on why. First up, it’s our very own Adiela – the lady who needs no introduction.

The data on connected TV’s return on investment is hard to ignore. The slower uptake is harder to explain. By Leslie Adams, Sales Director at Reach Africa Say a marketing medium consistently delivered 30% higher ROI than almost everything else in your media mix, you would surely prioritise it, wouldn’t you? Yet Connected TV (CTV) receives just 7% of total media budgets, despite delivering a knockout punch on returns. According to analytics firm Analytic Partners, that is exactly where CTV stands today – and this blind spot is costing brands. The question worth asking is why, because CTV is not new anymore, and the evidence is strong. Audiences have already made the move, with viewers across income groups moving away from Pay TV to streaming and switching between apps as easily as they used to change channels. Yet proportionately, brand budgets simply have not yet followed suit, and understanding that requires being honest about where the industry is getting it wrong. Part of the answer is that brands don’t know where to place CTV. It has never had a clear home in the South African media landscape, sitting uncomfortably between digital and broadcast, and treated as an extension of one or the other rather than as a channel that deserves its own strategic weight. Digital teams see it as expensive video. TV buyers see it as a niche add-on. The result? A channel that gets chronically underweighted in plans that should have it at the front-and-centre. In reality, there are now two ways to buy television audiences – “mass TV”, dominated by linear, and “targeted TV”, the space created by CTV – but most planning frameworks have not caught up to this shift. The industry is caught in a loop of its own making The deeper problem is one the industry has created for itself. Brands optimise for short-term clicks and conversions because those metrics are immediate and easy to justify to a CFO. This pushes budgets further toward performance formats, which causes advertising effectiveness to plateau, which makes the case for brand building even harder to make. In a recent study by global media network dentsu, digital video’s impact on purchasing decisions was found to last up to three years, while short-term performance effects fade within three months. Brands chasing clicks are leaving literally years of value on the table. In other words, we are systematically over-investing in what is easiest to measure, not what is most effective. CTV sits right at the intersection of this problem, and it is also the solution most planners are overlooking. It delivers the scale and attention of television with the targeting and measurability of digital, yet it is still being evaluated through an outdated lens. Many planners either see it as a premium “nice-to-have” or a programmatic afterthought, which they can automate and then forget about. Neither approach fully leverages what the channel is actually capable of. This is where the gap between audience behaviour and media investment becomes commercially significant. Streaming is no longer a niche or purely affluent behaviour – it is increasingly where broad, and often harder-to-reach, audiences are spending time. Yet budgets still skew toward channels optimised for reach, not attention. Don’t just blindly buy CTV – plan for it There is a further issue in how CTV is being bought. Programmatic buying has made the channel more accessible, but ease of access and strategic effectiveness are not the same thing. Just throwing something against the wall and seeing what sticks does not maketh a media strategy. When CTV is reduced to a purely programmatic execution, the contextual placement, the premium inventory and the role it plays across the broader media mix all get lost. Brands end up in CTV environments without really capitalising on them. That is a significant missed opportunity, because CTV offers exactly what marketers say they want: the ability to build awareness and consideration, strengthen brand recall, and improve downstream performance across search and conversion. The old adage that TV builds brands and digital drives clicks is no longer a true representation because in reality, CTV does both. It holds attention in a way most digital environments cannot, while still influencing the lower funnel in measurable ways. Most brands are investing in it at a fraction of what the returns justify, and until planning structures catch up with where audiences actually are, that gap is going to keep costing them. If you’re looking to explore how CTV can deliver real ROI for your brand, get in touch with Reach Africa to start planning your next campaign.

Connected TV is changing how brands reach television audiences, giving them more accessible and flexible options than ever before   By Adiela Dramat, Senior Client Partner at Reach Africa     For many years, TV advertising worked in a fairly simple way. Campaigns were planned around programme schedules, media was booked months in advance, and only brands with serious spend could compete for airtime. And while television has always been a powerful channel for reach and impact, Connected TV (CTV) is evolving how brands access and use the TV screen, particularly as Connected TV advertising in Africa continues to grow.   Across Africa, more viewers are now watching content through streaming platforms on smart TVs and connected devices. Audiences move between subscription services and free ad-supported streaming television (FAST) channels, choosing what to watch rather than following a fixed broadcast schedule, creating new opportunities for FAST channels advertising and AVOD advertising in Africa.   For advertisers, this shift enables new ways to reach audiences in the premium TV environment. Rather than replacing traditional TV, CTV is expanding how brands participate in it.   CTV opens the door to more advertisers One of the biggest misconceptions about CTV advertising is that it is only for brands with big budgets. Another is that it only reaches niche or affluent audiences. In reality, as streaming continues to grow across the continent, CTV connects brands with a wide range of viewers.   It is also changing how TV advertising is bought. Instead of planning around programme slots, advertisers can focus on the audiences they want to reach and the results they want to achieve. In this sense, CTV isn’t really a separate channel – it is simply a more flexible way of buying television, often through programmatic TV buying in Africa that allows for more precise targeting and control.   Campaigns can start small. Brands can test their message, see how audiences respond, and then grow the campaign. This flexibility lowers the barrier to TV advertising. Brands that once relied only on social media or digital display can now access the power of the TV screen while still benefiting from the accountability of digital media.   For some brands, CTV is a first step onto the biggest screen in the home. For established advertisers, it is a powerful extension of television campaigns, allowing them to plan and measure streaming environments using the same reach, frequency and measurement frameworks they already use for broadcast TV.   Bringing clearer measurement to TV advertising Measurement is another area where CTV is making a difference.   Traditional broadcast TV relies on ratings and Gross Rating Points (GRPs) to estimate how many people saw an advert. This system has worked well for many years and remains important for delivering large reach and cultural impact. But it does not always show how audiences engage with advertising.   CTV brings more clarity. Advertisers can see metrics such as viewability, completion rates, reach and frequency. In simple terms, brands can understand not only how many people saw their advert, but how viewers interacted with it.   The industry is also finding ways to connect these digital metrics with the familiar language of television planning. Increasingly, impressions and views can be translated into audience ratings and Gross Rating Points (GRPs); the same metrics long used to plan and measure traditional TV campaigns.   For media planners, this creates an important bridge between broadcast TV and streaming environments. Campaigns can be planned and measured in ways that make sense across the entire TV ecosystem, rather than treating streaming as something completely separate.   CTV is a natural evolution of television As these measurement systems continue to align, the line between “CTV advertising” and “TV advertising” will become less important. For many brands, CTV is simply another way to reach television audiences.   As streaming grows across Africa, the television landscape will continue to evolve. The screen is becoming more flexible, more measurable, and more accessible to advertisers than ever before.   For brands, the opportunity is simple: the power and impact of TV, combined with the flexibility of digital media, with clearer visibility into CTV campaign measurement and ROI.   If you’re looking to extend your TV strategy or explore how CTV can deliver measurable reach for your brand, get in touch with Reach Africa to start planning your next campaign.

In this month’s Confessions of a Couch Potato , we chatted to Lara Bredeveldt, Senior Strategic Planner at Meta Media.     1. What show are you currently bingeing – and on which platform can we find it? Secret Lives of Mormon Wives on Disney Plus   What’s the one thing about this show that hooked you? (no spoilers!) The drama has me in a chokehold. Honestly, those ladies are messier than the Kardashians — and that’s saying something!   3. If you had to pitch this show to a friend in one sentence, what would you say? They’re totally meant to embody religious values and sisterhood… yet somehow they’ll bend (almost) every moral, backstab each other, and chase a pay check or a little extra screen time like it’s an a beauty sale on Black Friday. Like girls, be so for real right now.   4. What brand of TV/Connected Devices do you have at home? Hisense 🏆   5. How many hours do you watch per week? Probably around 20 hours — don’t judge me! 😅   6. Do you still watch traditional TV? Nope. Streaming and on-demand is the vibe!   7. Why do you choose to work with the Reach Africa team? The team is genuinely a joy to collaborate with — passionate about media, always thinking ahead, and consistently bringing fresh ideas to the table. Beyond the great relationship, the results speak for themselves.

This month, we announced a new key partnership with V, the company formerly known as VIDAA – the fastest-growing Smart TV platform embedded at device level across a rapidly expanding base of African households. This appointment strengthens Reach Africa’s operating system layer, alongside our existing partnerships across multiple original equipment manufacturers (OEMs), platforms, free streaming channel environments, and broadcasters. For advertisers, this means simpler access to premium Smart TV audiences at scale. By integrating at the OS layer, we’re enabling additional high-impact placements directly on the TV home screen alongside existing app and in-content environments. Simply put, this means: - Broader reach across Smart TV households - Brand-safe, highly viewable placements - Frequency control and measurable delivery - Planning confidence that combines the impact of traditional TV with digital precision We’re proud to partner with V to help build a more connected, balanced and sustainable Smart TV advertising market across Africa. If you’d like to explore what this unlocks for your next campaign, let’s talk .

In this month’s Confessions of a Couch Potato, we chatted to Jared Jacobs, Business Unit Director at Dentsu Red Star.   What show are you currently bingeing – and on which platform can we find it?  Yoh, I just come off a phenomenal run of ping-ponging between The Ed Gein Story and Black Rabbit on Netflix!   What’s the one thing about this show that hooked you? (no spoilers!)  With bra Ed, I was keen on finding out more about the godfather of horror and the birthplace of serial killers, and with Black Rabbit, I had to witness seeing funny man Jason Bateman being an absolute menace to his brother and society.   If you had to pitch this show to a friend in one sentence, what would you say?  “He wears faces that aren’t his and likes digging up the past” for Ed Gein and “Jason Bateman’s character hates peace and is steadfast in his endeavours to never experience it” for Black Rabbit.   What brand of TV/ Connected Devices do you have at home?  Skyworth   How many hours do you watch per week?  In a good week, around 7-8 hours   Do you still watch traditional TV?  Only live sport.   Why do you choose to work with the Reach Africa team?  I believe in their product and I enjoy working with Roche and Leslie.

New formats, viewing behaviours and industry moves are setting the scene for the year ahead. By Leslie Adams, Sales Director at Reach Africa   Every new year brings a fresh wave of predictions about where streaming is headed, with experts peering into their crystal balls (or smart screens, for that matter) to try to foretell where audiences will go.   As South Africa celebrates 50 years of broadcast in 2026, we’re rapidly becoming one of the most dynamic markets in the world, with mobile-savvy viewers who are quick to experiment and even quicker to adopt new habits. And while the year has barely kicked off, we’re already seeing shifts in how people watch and the way platforms respond, off the back of some key landscape developments from the past few months.   Here are six shifts you can expect to see across the streaming landscape in 2026.   1. AI will bring fan-made content into the mainstream The biggest trend this year starts with a simple idea: viewers aren’t just watching anymore;they’re creating. They’re making fan videos and recreations, playing with and remixing their favourite shows and characters. The next step? Fan-made, AI-assisted content going mainstream. Disney’s partnership with OpenAI shows how seriously streamers are starting to treat this shift, with the studio calling it a move toward “new possibilities in imaginative storytelling.” The challenge for these legacy brands will be walking the tightrope between protecting their intellectual property and giving fans free rein.   2. Short and vertical formats will take over the in-between moments As our attention spans become shorter and shorter, the days of hour-long episodes might be over…because sometimes, you just want to finish your story while in the taxi or on a break. That’s why short and vertical formats, such as phone-native videos built for quick viewing,are gaining ground. These formats work because they’re fast, addictive and deliver an instant hit of dopamine-fuelling entertainment. This doesn’t mean that long-form viewing is over – especially those must-watch shows that set the WhatsApp group on fire! But viewers increasingly want both slow and fast viewing to fit their mood and diary, and the streamers that serve both will be the ones audiences return to.   3. Streaming platforms will continue to consolidate After years of non-stop growth and expansion, the streaming universe is starting to streamline and mature. Companies are consolidating and looking for better ways to grow audiences and revenue, with bundle deals, shared platforms and content partnerships offering viewers more bang for their buck. In South Africa, we’re seeing partnerships as well as mergers, especially when it comes to billing. This makes subscriptions easier to manage and gives the streamers who make it easy for their viewers a competitive edge.   4. Streamers will aggressively enter the live sports arena If there is one thing that pulls in live viewers, it’s sport – and up until recently, it’s been the edge that traditional TV has held over streaming. This year, streamers are going to get into the action in a big way. Netflix is moving into live sports, including coverage of events such as the Africa Cup of Nations. Showmax has bagged the English Premier League. Disney is streaming ESPN channels. All hoping to hook loyal and loud sport fans, who watch together, comment in real time and keep talking and debating long after the final whistle. By stepping into this space, streamers gain access to an audience that shows up consistently and spends generously. This year, viewers can expect more sports rights deals, as well as the kind of around-the-game content fans love, such as the build-up, behind-the-scenes moments and post-match analysis.   5. Live stream will go mainstream Who would’ve thought that watching someone else play a video game would be such a lucrative and fast-growing format in entertainment? Live streaming has shot out of niche viewing straight into the mainstream. YouTube Live, Twitch and TikTok Live have normalised real-time broadcasting, including musicians doing live studio sessions, sport watch-alongs and lifestyle creators doing Q&As in real-time. For brands, it offers a space where audiences show up primed to engage and interact.   6. CTV will finally take a decent chunk of the TV budget Connected TV (CTV) has moved from taking a smaller, experimental part of the media spend pie to something brands now budget for in a serious way, with research from Kantar showingstrong gains in purchase intent linked to the medium. Covering any television that streams via apps – whether that’s a smart TV or a screen connected to a PlayStation, Chromecast or Apple TV – CTV is how many households watch their shows today. CTV combines the impact of traditional television with the accuracy of digital targeting, which matters in a market where people hop between streaming apps but still gather around the main screen at home. That’s why CTV is becoming the place that brands are directing more and more of their TV spend to – and no longer just what is left over from the digital bucket.   Want to turn these 2026 streaming shifts into greater reach, sharper targeting and measurable impact? Talk to Reach Africa about how to activate your brand across today’s evolving streaming and CTV landscape.

This month, we chatted to Sam Joshua, Senior Business Director at Kintaro. What show are you currently bingeing, and on which platform can we find it? There are a couple of shows I am hooked on right now, some new and some old. Parenthood on Netflix and The Wire and On Call – both on Amazon Prime.   What’s the one thing about this show that hooked you? (no spoilers!) Parenthood: Nostalgia! It is an early-to-mid-2000 production but is so relatable right now and it provides an overall "feel-good" vibe!   The Wire: One for the books with a fantastic cast and an even better storyline.   On Call: This was something promoted to me by Amazon Prime based on my watch history and I am loving it thus far!   If you had to pitch this show to a friend in one sentence, what would you say? Parenthood: "Your parenting is far from bad!” The Wire: "South Africa, in some respects, is not so different - there are more similarities than we realise.” On Call: "New age police drama series.”   What brand of TV/ Connected Devices do you have at home? Vidaa - Hisense & whatever is readily available on Skyworth!   How many hours do you watch per week? TV is truly my way of winding down (outside of my treadmill time 😉) and generally, it is 2-3 episodes a day.   Do you still watch TV? Or only streaming? We have no access to free-to-air in our household; everything we watch is based on the access our CTV offers - and then we subscribe to every OTT platform accessible in SA!   What's been your experience working with Reach Africa? A team of well-versed CTV and non-linear experts. Pushing the boundaries within these spaces while educating the media & advertising industry. Not simply for increasing sales, but rather to provide the industry with the knowledge that leads to stronger CTV strategies.   Why do you choose to work with Reach Africa? I love working with companies that encourage mutual knowledge growth, with a solid reporting structure and where proposals are ideated for the client’s specific objectives (i.e. are not generic.) Reach Africa is a team that hears what you have to say and supports idea exploration.

This month, we chatted to Cheryl Dube Manentsa, Senior Manager for Media at Nedbank. What show are you currently bingeing, and on which platform can we find it? I am a content junky and subscribe to ALL platforms 🫣 . It might be an occupational hazard as I am always looking for new opportunities but right now, I am loving Paradise on Disney and Prime Suspect on Apple TV+.   What’s the one thing about this show that hooked you? (no spoilers!) With the newer shows, it is generally referral-based; I like to be in the know. I also like to watch with my husband in the evenings to wind down after a hectic day.   I love repeating old favourites like Friends, Modern Family and New Girl when I am feeling really stressed and cannot absorb new content; I find it helps calm me down.   If you had to pitch this show to a friend in one sentence, what would you say? Paradise: "Trust noone and always be prepared!” Prime Suspect: “Maths will get you into trouble.”   What brand of TV/ Connected Devices do you have at home? We own a Samsung TV and a Google Speaker. However, I’ve watched a show on Netflix recently called Cassandra and it has made me a little apprehensive about having a connected home LOL!   How many hours do you watch per week? TV is truly my way of winding down: 7-11 pm is my prime viewing time!   Do you still watch TV? Or only streaming? Linear TV is only for DStv Sport – and even this is streamed! I cannot remember the last time I willingly watched anything on a TV that was not streamed.   What's been your experience working with Reach Africa? I love the Reach Africa team; they’re an awesome group of people. Often, we do not interact with the team as much as I’d like to since we work through an agency, but as a lead on media from a client side I like to be up to date with what is happening.   Why do you choose to work with them? Reach Africa is open to knowledge-sharing and bringing creative solutions. Especially in a world where TV is not just TV anymore – it is now addressable. As a bank (Nedbank), we are moving in this direction and are hungry for ‘addressable’ platforms in the ‘traditional’ space.

This month, we chatted to Ivarr Solomons, Ad Operations Manager at Dentsu. What show are you currently bingeing – and on which platform can we find it? I’m currently watching Fallout – it can be found on Amazon Prime.   What’s the one thing about this show that hooked you? (no spoilers!) The world-building is immersive, and the character arcs are layered with complexity.   If you had to pitch this show to a friend in one sentence, what would you say? It’s a gritty, darkly satirical take on what happens when capitalism survives the apocalypse better than humanity does.   What brand of TV/ Connected Devices do you have at home? Hisense.   How many hours do you watch per week? 4-6 hours.   Do you still watch traditional TV? That’s a negative; terrestrial has become pedestrian.   Why do you choose to work with the Reach Africa team? Besides the charmingly competent team, I think they live their brand. Reach Africa has a sharp understanding of what’s driving connectivity across the continent and are uniquely positioned to help clients tap into that momentum.

This month, we chatted to Jacques Carstens, Media Planner at FAME.   What show are you currently bingeing, and on which platform can we find it? The Last of Us – My Family Cinema   What’s the one thing about this show that hooked you? (no spoilers!) Have you ever played the game on PlayStation? Then you wouldn’t be asking 😉   What brand of TV/ Connected Devices do you have at home? Xiaomi 4K Ultra HD   How many hours do you watch per week? 14-20 hours   Do you still watch TV? Or only streaming? No more traditional TV – streaming only for me.   Why do you choose to work with Reach Africa? They understand that relationships are  key. The team is always available and really knows their product – with amazing added value to boot.

This month, we chatted to Kamohelo Sithole, Senior Paid Media Manager at Rain. What show are you currently bingeing – and on which platform can we find it? I like investigative doccies and movies, but I have recently been revisiting All Rise for some reason 😅. I have a habit of watching old stuff – I’m sorry😂   (Don’t be sorry – so do we! – Ed)   What’s the one thing about this show that hooked you? (no spoilers!) Just how distorted the courtroom can get and the politics behind the judiciary.   If you had to pitch this show to a friend in one sentence, what would you say? “What happens when you find yourself on the wrong side of the law when you’re not in the wrong?”   What brand of TV/ Connected Devices do you have at home? I am using the TCL.   How many hours do you watch per week? I mostly use my TV for sports more than anything –  for everything else, I use my PC. Therefore, I cannot say for sure.   Do you still watch traditional TV? No, not really. I have no idea what’s running there!   Why do you choose to work with the Reach Africa team? My relationship with Reach Africa started some while back. I like how they received me; the foundation is always important. I have trust in them to deliver what they say they will deliver – their open communication just makes working with them simple and seamless.