Key regions: Europe, United States, France, United Kingdom, Germany
The Traditional TV & Home Video market in Africa is experiencing significant growth and development. Customer preferences in the African market are shifting towards digital media consumption.
With the increasing availability of internet access and the proliferation of smartphones, more and more consumers are opting for online streaming platforms and video-on-demand services. This trend is driven by the convenience and flexibility that these digital platforms offer, allowing users to watch their favorite TV shows and movies at their own pace and on multiple devices. Additionally, the younger generation in Africa is more tech-savvy and accustomed to digital content consumption, further fueling the demand for online streaming services.
Trends in the market indicate a decline in the traditional TV and home video market. As digital platforms gain popularity, traditional TV viewership is decreasing. This can be attributed to the limited content options and fixed broadcasting schedules offered by traditional TV channels.
In contrast, online streaming platforms provide a wide range of content choices and the ability to watch shows and movies at any time, making them more appealing to consumers. Furthermore, the cost-effectiveness of online streaming services compared to traditional cable or satellite TV subscriptions is another driving factor behind this trend. Local special circumstances in Africa also contribute to the development of the Traditional TV & Home Video market.
The continent has a diverse population with various languages and cultures, leading to a demand for localized content. Online streaming platforms are able to cater to this demand by offering a wide range of local and regional content, including movies, TV shows, and documentaries. This localization strategy helps to attract and retain customers, as it provides them with content that is relevant and relatable to their cultural background.
Underlying macroeconomic factors also play a role in the growth of the Traditional TV & Home Video market in Africa. The continent is experiencing rapid urbanization and a growing middle class, resulting in increased disposable income and higher purchasing power. As a result, more consumers are able to afford internet access and digital devices, driving the demand for online streaming services.
Additionally, the increasing investment in telecommunications infrastructure and the expansion of internet connectivity in Africa are further facilitating the growth of the digital media market. In conclusion, the Traditional TV & Home Video market in Africa is evolving due to changing customer preferences, the rise of online streaming platforms, local special circumstances, and underlying macroeconomic factors. The shift towards digital media consumption is driven by the convenience and flexibility offered by online streaming services, as well as the increasing availability of internet access and smartphones.
As the market continues to develop, it is crucial for traditional TV and home video providers to adapt to these trends and embrace digital platforms to remain competitive in the African market.
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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