The countdown to the Springboks’ upcoming clashes against some of the world’s biggest rugby nations is already building anticipation across South Africa.
But beyond sold-out stadiums, packed sports bars and family braais, new research suggests rugby’s grip on Mzansi’s sporting imagination has never been stronger.
New statistics released by BrandMapp reveal that rugby has edged ahead of football to become the most popular spectator sport among South Africa’s consumer-class adults, a segment representing around 14 million people living in households earning more than R10,000 per month.
The findings arrive as excitement grows around the Springboks’ 2026 international fixtures, including the highly anticipated tour by New Zealand’s All Blacks later this year.
More than a game
According to the research, 95% of consumer-class adults have an interest in either playing or watching sport. Rugby now attracts 44% of that audience, narrowly ahead of soccer at 42%, while cricket follows at 29%.
BrandMapp Director of Storytelling Brandon de Kock believes South Africa’s recent rugby success has played a significant role in driving that growth.
‘There’s nothing quite like success on the global stage to galvanise sports fans,’ he said.
With back-to-back Rugby World Cup victories in 2019 and 2023, and a record four world titles to their name, the Springboks continue to enjoy widespread public support across the country.
The Siya Kolisi factor
One of the more notable shifts highlighted by the study is rugby’s growing appeal across different communities and demographics.
De Kock pointed to what he described as the ‘Siya Kolisi-effect’, referring to the Springbok captain’s role in helping broaden rugby’s appeal beyond its traditional supporter base.
‘Over the years, we have seen teams, from the national to the youth level, become genuinely democratised, bringing South Africans from all walks of life together around rugby,’ he highlighted.
The study also found that women are increasingly embracing rugby as spectators.
While football remains heavily male-dominated, with 56% of men watching compared to 29% of women, rugby has narrowed that gap considerably. The latest survey found that 49% of men and 38% of women now regularly watch rugby.
Take a look at the data below
Despite the rapid growth of digital viewing platforms, sport remains one of the country’s most social forms of entertainment.
More than a third of respondents said they enjoy attending live sporting events, while 27% reported regularly watching matches communally at venues such as sports bars and pubs.
‘There’s a massive interest in live sports, and it is very much a social occasion,’ noted De Kock.
Those gatherings often bring broader economic benefits, with restaurants, taverns and hospitality businesses experiencing increased activity during major sporting events.
While traditional television remains central to sports consumption, the way South Africans engage with live sport is evolving.
The study found that 89% of consumer-class adults still watch television, with 65% doing so daily. Rugby remains one of the country’s most-watched televised sports, attracting 42% of viewers.
At the same time, younger audiences are increasingly consuming sports content across multiple platforms.
Gen Z viewers, in particular, are less likely to watch traditional television than older generations. However, rugby remains their preferred sport when they do tune in.
De Kock suggested younger fans may be opting for alternative viewing experiences.
‘Gen Z are perhaps more likely to be watching a match down at their local pub than paying for a DStv subscription,’ he stated.
While traditional television remains the dominant viewing platform, South Africa’s sports-viewing habits are beginning to evolve.
The study also points to a growing shift towards streaming services and digital platforms, mirroring trends already seen in international markets.
Platforms such as YouTube are no longer simply places to catch highlights. They are becoming active sports communities where supporters consume analysis, engage with content creators and participate in discussions throughout the week.
Channels such as Boktube and Die Hard Rugby are helping create year-round engagement that extends far beyond the final whistle.
At the same time, younger viewers are increasingly choosing flexible viewing options over traditional subscription television.
De Kock noted that BrandMapp has observed a gradual decline in DStv subscriptions while streaming adoption continues to rise.
‘The early signs of shifts in the ways South Africans consume sport are here,’ he said.
He added that younger, mobile-first audiences increasingly prefer the ability to switch between live broadcasts, social media conversations, highlights, analysis and streaming platforms during major sporting events.
A new era of sports viewing
Although premium live sporting rights remain largely tied to subscription broadcasters, the broader fan experience is becoming more digital and interconnected.
Today’s supporters are just as likely to watch a match while simultaneously following discussions online, checking instant replays, engaging with content creators or reacting on social media.
That evolution is creating what researchers describe as a hybrid sports-viewing ecosystem, one where television, streaming services, social platforms and live experiences increasingly overlap.
As South Africa counts down to another packed rugby calendar, the data suggests one whether fans are watching from a stadium seat, a sports bar, a living room couch or a smartphone screen, rugby continues to hold a special place in the country’s sporting culture.
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Picture: Supplied
