Market Insights Advertising & Media Advertising

TV & Video Advertising - Tanzania

Tanzania

Ad spending in the TV & Video Advertising market in Tanzania is expected to reach US$45.02m by 2024.
The largest market in Tanzania is Traditional TV Advertising, with a market volume of US$31.30m in 2024.
When compared globally, the United States will generate the highest ad spending, reaching US$143.80bn in 2024.
The projected average ad spending per user in the Traditional TV Advertising market in Tanzania is US$1.95 in 2024.
By 2029, the number of TV Viewers in Tanzania is forecasted to be 19.13m users.
Tanzania's TV & Video Advertising market is experiencing a shift towards digital platforms to reach a tech-savvy audience.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Tanzania is experiencing steady growth and development, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Tanzania are shifting towards digital platforms and online streaming services. With the increasing availability of affordable smartphones and improved internet connectivity, more Tanzanians are accessing video content through digital channels. This has led to a rise in demand for digital advertising, as advertisers recognize the potential of reaching a larger audience through online platforms. Trends in the TV & Video Advertising market in Tanzania are also influenced by global and regional market developments. The rise of programmatic advertising, which uses automated technology to target specific audiences, is gaining traction in the country. Advertisers are increasingly leveraging data analytics and artificial intelligence to optimize their advertising campaigns and improve targeting. Another trend in the market is the integration of social media platforms with TV and video advertising. Tanzanians are highly active on social media platforms such as Facebook, Instagram, and YouTube. Advertisers are capitalizing on this trend by incorporating social media elements into their TV and video campaigns, creating a more interactive and engaging experience for viewers. Local special circumstances in Tanzania contribute to the development of the TV & Video Advertising market. The country has a young and growing population, with a significant portion of the population falling within the target demographic for advertisers. This presents a lucrative opportunity for brands to reach a large and receptive audience. Furthermore, the Tanzanian government has been actively promoting the growth of the digital economy and encouraging investments in the ICT sector. This has resulted in improved infrastructure and increased access to digital services, creating a conducive environment for the TV & Video Advertising market to thrive. Underlying macroeconomic factors also play a role in the development of the market. Tanzania has been experiencing steady economic growth, which has led to an increase in disposable income and consumer spending. As a result, advertisers are investing more in TV and video advertising to capture the attention of consumers and promote their products and services. In conclusion, the TV & Video Advertising market in Tanzania is evolving to meet the changing customer preferences and market trends. The rise of digital platforms, integration of social media, and advancements in technology are driving the growth of the market. Local special circumstances, such as a young population and government support, further contribute to the development of the market. Additionally, underlying macroeconomic factors, such as economic growth and increased consumer spending, create a favorable environment for advertisers to invest in TV and video advertising.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.