Key regions: Germany, United States, China, India, South Korea
The eSports streaming market in Kenya is slowly growing, impacted by factors such as limited access to high-speed internet, low awareness of eSports, and lack of infrastructure. However, with the increasing popularity of online gaming and the growth potential of the industry, the market is expected to experience a gradual rise in the coming years.
Customer preferences: The rising popularity of eSports in Kenya has led to a growing demand for streaming services, as fans look for convenient ways to access live matches and tournaments. This trend is further fueled by the increasing penetration of smartphones and internet connectivity, especially among the youth. As a result, providers are now focusing on enhancing the overall streaming experience through improved video quality, interactive features, and personalized content. Additionally, the shift towards digital platforms is also driven by the need for social distancing and limiting in-person gatherings, making streaming a preferred option for eSports enthusiasts.
Trends in the market: In Kenya, the eSports market is experiencing a surge in streaming services, with platforms like Twitch and YouTube Gaming gaining popularity. This trend is driven by the increasing internet penetration and availability of affordable smartphones. With a young and tech-savvy population, the trajectory of this trend is expected to continue upwards. This is significant for industry stakeholders as it presents a lucrative opportunity for monetization and growth. However, there may also be implications for traditional media and entertainment industries, as streaming becomes a dominant source of entertainment for the youth in Kenya.
Local special circumstances: In Kenya, the eSports market is still in its nascent stage, but it has been rapidly growing due to the country's increasing internet penetration and tech-savvy youth population. The rise of mobile gaming and streaming platforms has also contributed to the market's growth. However, the lack of reliable internet infrastructure and affordability of high-speed internet remain significant challenges in the streaming market. Additionally, cultural factors such as the popularity of traditional sports and the dominance of certain gaming genres may influence the growth and adoption of eSports in Kenya.
Underlying macroeconomic factors: The Streaming Market within the eSports Market in Kenya is heavily influenced by macroeconomic factors such as technological advancements, internet infrastructure, and government support for the digital economy. The country's growing middle class and increasing disposable income are also driving the demand for streaming services. Additionally, the government's efforts to promote the growth of the digital economy through policies such as tax exemptions for technology companies and investments in internet infrastructure are contributing to the expansion of the streaming market. However, challenges such as limited internet access in rural areas and regulatory barriers to online gaming may hinder the market's growth.
Data coverage:
The data encompasses B2C enterprises. Figures are based on the Streaming market, which comprises revenues from live broadcasting gaming content. 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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