South Africa, as an emerging market, is besieged with vast opportunities within the digital media sector. The industry has seen many technological advancements but has been undermined by the low internet penetration rates. Traditional media companies are well established within the country. The online and mobile media channels facilitate the presentation of content, such as news and information, as a feature-rich, user-centric experience. The total South African digital media market has shifted from a push to a pull media environment, where audience can select the content it wants to consume. South African media houses now face a challenge in understanding these dynamics and identifying the related growth opportunities.