Key regions: Asia, United Kingdom, United States, South Korea, Germany
The TV & Video market in Africa has seen significant growth in recent years, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in Africa have shifted towards increased consumption of TV and video content.
With the rise of internet penetration and the availability of affordable smartphones, more people in Africa are accessing online streaming platforms and video-on-demand services. This shift in customer preferences can be attributed to the convenience and flexibility offered by these platforms, allowing users to watch their favorite shows and movies at their own pace and on multiple devices. Trends in the TV & Video market in Africa include the growing popularity of local content and the emergence of local production companies.
African viewers are increasingly interested in content that reflects their own culture and experiences, leading to a rise in the production of local TV shows, movies, and documentaries. This trend not only caters to the preferences of African viewers but also contributes to the growth of the local entertainment industry. Another trend in the market is the increasing adoption of digital terrestrial television (DTT) technology.
DTT offers improved picture and sound quality, as well as a wider range of channels compared to traditional analog broadcasting. Many African countries have implemented DTT migration programs, which involve the switch from analog to digital broadcasting, creating opportunities for TV and video service providers to expand their offerings and reach a larger audience. Local special circumstances in Africa, such as limited access to electricity and internet connectivity in some regions, pose challenges to the growth of the TV & Video market.
However, innovative solutions are being developed to address these issues. For example, solar-powered TVs and video streaming services that can be accessed offline are being introduced to cater to areas with limited access to electricity and internet. Underlying macroeconomic factors, such as population growth, urbanization, and increasing disposable income, are driving the development of the TV & Video market in Africa.
As more people move to urban areas and their purchasing power increases, the demand for TV and video content is expected to rise. Additionally, the growing middle class in Africa has more disposable income to spend on entertainment, leading to increased subscriptions to TV and video streaming services. In conclusion, the TV & Video market in Africa is experiencing growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors.
The shift towards online streaming platforms, the popularity of local content, the adoption of DTT technology, and the development of innovative solutions for limited access to electricity and internet are all contributing to the expansion of the market. With the continued growth of population, urbanization, and disposable income in Africa, the TV & Video market is expected to further develop in the coming years.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.Modeling approach / Segment size:
The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.Forecasts:
We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.Additional notes:
The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.
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