The private wildlife sector in South Africa must demonstrate value in the face of political pressures for economic growth, job creation and food security. Through structured survey questionnaires of landowners and managers from 276 private wildlife ranches, we describe patterns of wildlife-based land uses (WBLUs), estimate their financial and social contributions and compare these with livestock farming. We show that 46% of surveyed properties combined wildlife with livestock, 86% conducted two or more WBLUs and 80% conducted consumptive use activities. Intensive breeding was conducted on 46% of properties and covered 5.1% of their total land area. Revenues were higher on wildlife only properties than livestock farms, but we were unable to compare the profitability of wildlife and livestock due to data gaps for livestock. Profits from WBLUs were highly variable, while mean return on investment (ROI) was 0.068. Wildlife properties employed more people per unit area than livestock farms, properties conducting ecotourism employed more than twice as many people as non-ecotourism properties, and biltong hunting properties employed 50% fewer people than non-biltong hunting properties. Mean game meat production on wildlife only properties was 4.07 kg/ha, while the top producers harvested game meat at a level comparable with some extensive livestock farms. We suggest that the financial and social benefits of wildlife ranching on marginal land make this a viable land use, but that the contributions towards biodiversity conservation need to be quantified. The South African model could be a suitable option for other African countries seeking sustainable land use alternatives.