Media

Revenue in the Media market in Ethiopia is projected to reach US$1.30bn in 2024.
The largest market of this market within the country is Games, which is anticipated to have a market volume of US$886.10m in 2024.
In a global context, the highest revenue generation will occur the United States, amounting to US$541.20bn in 2024.
Furthermore, in the Media market, it is expected that 29.33% of total revenues in Ethiopia will be generated through digital Media market by 2029.
Ethiopia's media landscape is increasingly characterized by a vibrant digital transformation, fostering diverse voices and promoting greater civic engagement amid evolving regulatory frameworks.

Definition:

The media market encompasses a diverse array of platforms and channels that facilitate the creation, distribution, and consumption of content, such as news, entertainment, and information. It includes traditional outlets like television, radio, and print publications, as well as digital platforms like social media, streaming services, and online news websites. This market plays a central role in shaping public discourse, cultural trends, and the dissemination of information on a global scale, making it a critical component of modern society.

Structure:

The market consists of several parts, namely Books, Games, Music, Radio & Podcasts, Newspapers & Magazines and TV & Video. These markets encompass digital and traditional revenues.

Additional Information:

The market comprises revenues, users, average revenue per user, penetration rates and advertising spendings. Revenues are generated through purchases, subscriptions, consumer spending or ad spendings. Key players of the market are companies, such as Netflix, Spotify, Activision or Amazon.
Market numbers for all the digital markets can also be found in the Digital Media topic.

Traditional media with non-digital revenues from TV, radio, music, print, and video games
Digital media with digital revenues from OTT video, music streaming, video games, digital versions of Newspapers & Magazines with ePapers & eMagazines, and eBooks

Movie theater ticket sales
Public licence fees collected in form of a tax (e.g. income tax in the Nordic countries)
Demo/trial versions
Esports & gaming advertising revenues

The Media market in Ethiopia is experiencing significant growth and development in recent years. Customer preferences are shifting towards digital media platforms, and there is an increasing demand for local content. Additionally, the government has implemented policies to promote media freedom and encourage private sector investment in the industry. These factors, combined with the country's growing economy and expanding middle class, have contributed to the positive trends in the Media market in Ethiopia. Customer preferences in Ethiopia are evolving, with a growing preference for digital media platforms. As internet penetration rates increase and access to smartphones becomes more widespread, consumers are turning to online platforms for their media consumption. This shift is driven by factors such as convenience, affordability, and the availability of a wider range of content. Streaming services and social media platforms are gaining popularity, as they offer on-demand access to a variety of entertainment options. Another customer preference in Ethiopia is the demand for local content. Ethiopian consumers have a strong affinity for their culture and language, and they are increasingly seeking media content that reflects their identity. This has led to a rise in the production and consumption of local music, movies, and television shows. Local content creators are capitalizing on this demand by producing high-quality content that resonates with Ethiopian audiences. The Media market in Ethiopia is also influenced by local special circumstances. The government has implemented policies to promote media freedom and encourage private sector investment in the industry. This has resulted in the establishment of numerous private media outlets, including television and radio stations, newspapers, and online platforms. The increased competition in the market has led to improved quality and diversity of media content. Additionally, Ethiopia's growing economy and expanding middle class have contributed to the development of the Media market. As disposable incomes rise, consumers have more spending power to allocate towards media consumption. This has created a lucrative market for media companies, who are investing in infrastructure and content production to cater to the growing demand. Underlying macroeconomic factors also play a role in the development of the Media market in Ethiopia. The country's GDP growth rate has been consistently high in recent years, which has created a favorable business environment for media companies. Furthermore, the government's focus on infrastructure development, including the expansion of internet connectivity, has improved access to media platforms for a larger portion of the population. In conclusion, the Media market in Ethiopia is experiencing significant growth and development. Customer preferences are shifting towards digital media platforms and local content, while the government's policies and the country's growing economy are creating a favorable business environment for media companies. These trends are expected to continue in the coming years, driving further expansion in the Media market in Ethiopia.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.