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Until recently, the South African television industry was dominated by the South African Broadcasting Corporation (SABC), etv, and Multichoice. The SABC and etv are free to air while Multichoice provides a satellite subscription service through its DSTV bouquet. This status quo was broken with the emergence of subscription video on demand (SVOD). While Multichoice launched its SVOD service, Showmax, in 2015, greater disruption happened in January 2016 when the current most successful global company in SVOD, Netflix, simultaneously launched in 130 countries including South Africa. The coming of Netflix to South Africa was reportedly greeted by excitement as viewers embraced choice of access to premium television entertainment. Considering that prior to this development, Multichoice had had a near monopoly in provision of premium television content through its DSTV and Showmax, the reported excitement came as no surprise.