Key regions: United States, Sweden, Asia, Europe, Germany
The eSports industry in Kenya is experiencing considerable growth, fueled by factors like increasing media rights market, rising awareness among consumers, and the convenience of online services. This growth rate is impacted by the country's growing interest in gaming and the rise of professional eSports teams.
Customer preferences: With the growing popularity of eSports in Kenya, there has been a noticeable increase in consumer demand for access to live streams and recorded content of tournaments and matches. This trend is driven by the younger demographic, who are avid fans of eSports and are willing to pay for premium media rights. Additionally, the rise of mobile gaming and internet connectivity has made it easier for viewers to access and engage with eSports content, further driving the demand for media rights in this market.
Trends in the market: In Kenya, the eSports market is rapidly growing, with a significant increase in media rights deals. This trend is expected to continue as more companies invest in the region's potential for eSports growth. Media rights deals are becoming more lucrative, with companies like StarTimes and Kwesé Sports acquiring broadcasting rights for major eSports events. This trend is significant for industry stakeholders as it showcases the potential for eSports to become a mainstream media market in Kenya. It also provides opportunities for local players and organizations to gain exposure and attract sponsors. With the growing popularity of eSports in the region, the media rights market is expected to continue its upward trajectory, providing a boost to the overall growth of the eSports industry in Kenya.
Local special circumstances: In Kenya, the eSports market is still in its nascent stage, with limited awareness and infrastructure. However, the media rights market for eSports is expected to grow rapidly due to the country's high internet and mobile penetration rates. Additionally, the Kenyan government's commitment to promoting the digital economy and youth development has led to the emergence of local eSports leagues and tournaments. Moreover, the cultural enthusiasm for gaming and the popularity of mobile gaming among the youth are driving the demand for media rights in the eSports market in Kenya.
Underlying macroeconomic factors: The Media Rights Market within the eSports Market in Kenya is heavily influenced by macroeconomic factors such as the country's economic stability, government policies, and the global economic landscape. As Kenya continues to experience steady economic growth and favorable government policies towards the technology sector, the Media Rights Market within the eSports Market is expected to thrive. Moreover, the increasing popularity of eSports globally and the country's young, tech-savvy population are also contributing to the market's growth. Additionally, the rise of digital media consumption and the increasing demand for online entertainment are also driving the demand for media rights in the eSports market in Kenya.
Data coverage:
The data encompasses B2C enterprises. Figures are based on the Media Rights market, which comprises revenues from ownership rights of media agencies. These include payments to industry stakeholders to secure the rights to show Esports content on a channel, payments from streaming platforms (e.g., Twitch) to organizers to broadcast their content, payments from foreign broadcasters to secure the rights to show content in their region, or the copyright costs for showing video/image content of an Esports competition. All figures are based on net revenues and exclude agency commissions, rebates, and production costs.Modeling approach / market size:
The market 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 market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.Forecasts:
We apply a variety of forecasting techniques, depending on the behavior of the relevant market. 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. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.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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