South Africa is finding itself at the centre of global internet culture, this time driven by the visit of US live-streaming sensation IShowSpeed.
The 20-year-old YouTuber spent the festive season streaming live from Cape Town and Johannesburg, with millions of viewers tuning in as he explored the country, rang in the new year and interacted with South Africans in real-time.
His streams, some lasting more than eight hours, are racking up millions of views, turning local moments into global talking points.
Breaking stereotypes in real-time
Speaking on the significance of the moment, talent manager Ross Janet says the appeal lay in how the live streams challenged long-standing misconceptions about South Africa and the continent.
Viewers around the world were exposed to everyday interactions across cultures, races and communities, without filters or post-production. From city life to townships and safari experiences, the streams showed a fuller, more nuanced picture of the country.
Janet says international audiences are increasinglycurious about Africa, while South Africans respond strongly to seeing global personalities genuinely enjoying the country – a reaction previously seen with visiting artists such as Chris Brown and Travis Scott.
Live streaming is the new live TV
Janet describes live streaming as the evolution of live television, arguing that traditional media and brands will need to adapt more deliberately to digital platforms.
He points to examples like Sky News, which runs continuous live streams on YouTube, meeting audiences where they already are.
Unlike polished, pre-produced content, live streams thrive on unpredictability. Technical glitches, unplanned moments and direct audience interaction are part of the appeal, echoing the early days of reality TV shows like Big Brother.
Scaling creativity needs support
While IShowSpeed is the face of the content, Janet notes that a large support team operates behind the scenes, handling logistics, production, planning andmonetisation. This allows creators to focus on what the audience values most – authenticity.
He says this is a key lesson for South African creators hoping to scale: sustainable growth requires management, strategy and support, especially when content needs to be repurposed across platforms like TikTok and Instagram Reels.
Economic potential – with limits
Janet believes live streaming holds real economic potential for young South Africans, particularly as creator monetisation tools expand. However, he warns that challenges remain, including South Africa’s digital divide and inconsistent connectivity.
He highlights that IShowSpeed was able to stream seamlessly using satellite internet technology not yet widely available locally, underlining infrastructure gaps that still limit participation.
Despite this, successful local live-streaming activations show what is possible when live content, physical events and short-form amplification are combined effectively.
According to Janet, IShowSpeed’s visit was more than viral entertainment – it was a glimpse into how live digital storytelling could shape South Africa’s creator economy and global digital identity in the years ahead.
For more information, listen to Janet using the audio player below: