Media - Central Africa

Central Africa

In Central Africa, revenue in the Media market is projected to reach US$2,550.00m in 2024.
The largest market within this market in Central Africa is Games, which is expected to have a market volume of US$1,130.00m in 2024.
In a global context, the highest revenue will be produced the United States, with an expected US$541.20bn in 2024.
Furthermore, in the Media market of Central Africa, it is anticipated that 26.98% of total revenues will be derived from digital Media market by 2029.
In Central Africa, media consumption is increasingly shifting towards digital platforms, reflecting a growing trend of mobile internet accessibility among younger audiences.

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

Market

Region

Region comparison

Currency

Analyst Opinion

The Media market in Central Africa has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing availability of digital platforms. Customer preferences in the region have shifted towards consuming media content on digital platforms, such as streaming services and social media. This trend is driven by the convenience and accessibility of digital media, as well as the increasing availability of affordable smartphones and internet connectivity. As a result, traditional forms of media, such as print newspapers and broadcast television, have seen a decline in popularity. In addition to the rise of digital platforms, there is also a growing demand for local content in Central Africa. Customers in the region are increasingly seeking out media content that reflects their own culture and experiences. This has led to the emergence of local production companies and the creation of content that is specifically tailored to the Central African market. One of the key trends in the media market in Central Africa is the growth of mobile advertising. With the increasing penetration of smartphones in the region, advertisers are recognizing the potential of mobile advertising to reach a large and engaged audience. Mobile advertising offers the advantage of targeting specific demographics and delivering personalized content to consumers. This trend is expected to continue as more companies invest in mobile advertising strategies. Another trend in the media market in Central Africa is the rise of influencer marketing. Influencers, who are individuals with a large following on social media platforms, have become an important channel for brands to reach their target audience. Influencer marketing allows companies to leverage the trust and credibility that influencers have built with their followers, resulting in more effective advertising campaigns. This trend is driven by the increasing popularity of social media platforms and the growing influence of online personalities. Local special circumstances in Central Africa, such as language diversity and limited infrastructure, can pose challenges for media companies operating in the region. Central Africa is home to a diverse range of languages, which can make it difficult for media companies to create content that appeals to a wide audience. Additionally, limited infrastructure, particularly in rural areas, can restrict access to digital platforms and limit the reach of media content. Underlying macroeconomic factors, such as population growth and increasing disposable income, are also driving the development of the media market in Central Africa. The region has a young and growing population, which presents a large and expanding consumer base for media companies. Furthermore, rising disposable income levels are enabling more consumers to afford digital devices and access to media content. These macroeconomic factors are expected to continue to support the growth of the media market in Central Africa in the coming years.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). 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 / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, 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). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, 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.