Media

In Northern Africa, revenue in the Media market is projected to reach US$8.20bn in 2024.
The largest market of this market in Northern Africa is Games, which has a market volume of US$3.80bn in 2024.
In a global context, most revenue within the Media market will be generated the United States, amounting to US$541.20bn in 2024.
Furthermore, in the Media market of Northern Africa, it is anticipated that 45.45% of total revenues will be generated through digital Media market by 2029.
In Northern Africa, particularly in Egypt, the digital media landscape is rapidly evolving, driven by increased internet penetration and a growing demand for local content.

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 Northern Africa is experiencing significant growth and development, driven by changing customer preferences and local special circumstances. Customer preferences in the Media market in Northern Africa are shifting towards digital platforms and online content. With the increasing availability of smartphones and internet access, consumers are seeking convenient and on-demand access to news, entertainment, and other media content. This has led to a rise in the popularity of streaming services, social media platforms, and online news websites. Additionally, there is a growing demand for localized content that reflects the cultural and social diversity of the region. Trends in the market indicate a rapid increase in the adoption of digital media platforms and services. Streaming services such as Netflix and YouTube have gained significant popularity, offering a wide range of content in multiple languages. Social media platforms like Facebook and Instagram are also widely used for sharing and consuming media content. Furthermore, online news websites and blogs are becoming increasingly popular as consumers seek alternative sources of information. Local special circumstances in Northern Africa have contributed to the development of the Media market. The region has a large and young population, with a high proportion of internet users. This demographic profile presents a lucrative market for media companies to target. Additionally, the political and social changes in some countries in Northern Africa have led to a greater demand for independent and diverse media content. This has created opportunities for new media outlets to emerge and cater to the evolving needs of the population. Underlying macroeconomic factors, such as economic growth and increasing disposable incomes, have also played a role in the development of the Media market in Northern Africa. As the economies in the region continue to grow, consumers have more purchasing power to spend on media and entertainment. This has created a favorable environment for media companies to invest in new technologies and expand their offerings. Overall, the Media market in Northern Africa is experiencing a transformation driven by changing customer preferences, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms and online content is reshaping the way media is consumed in the region. As the market continues to evolve, media companies will need to adapt and innovate to meet the changing needs and expectations of consumers in Northern Africa.

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.