Key regions: China, South Korea, Asia, France, United Kingdom
The TV & Video market in Eastern Africa is experiencing significant growth and development. Customer preferences in Eastern Africa are shifting towards digital content consumption. With the increased availability of affordable smartphones and internet connectivity, more people are accessing online streaming platforms and video-on-demand services. This trend is driven by the desire for convenience and a wider variety of content options. Additionally, the younger population in Eastern Africa is more tech-savvy and prefers digital platforms for entertainment. Trends in the TV & Video market in Eastern Africa include the rise of local content production and distribution. There is a growing demand for locally produced TV shows, movies, and documentaries that reflect the cultural diversity and stories of the region. This trend is driven by the desire for authentic and relatable content, as well as the economic potential of the local entertainment industry. Another trend in the market is the adoption of smart TVs and streaming devices. As internet connectivity improves in Eastern Africa, more households are investing in smart TVs and streaming devices to access online content. This trend is driven by the increasing availability of affordable smart TVs and the desire for a more interactive and personalized viewing experience. Local special circumstances in Eastern Africa, such as language diversity and limited infrastructure, influence the TV & Video market. The region is home to a diverse range of languages, and content providers need to cater to different linguistic preferences to attract a wider audience. Additionally, limited infrastructure in some areas can pose challenges for content distribution and access to online platforms. Underlying macroeconomic factors, such as population growth and increasing disposable income, contribute to the development of the TV & Video market in Eastern Africa. The region has a young and growing population, which creates a larger consumer base for the industry. As disposable income increases, more people are able to afford TVs, smartphones, and internet subscriptions, driving the demand for TV and video content. Overall, the TV & Video market in Eastern Africa is experiencing growth and development due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The shift towards digital content consumption, the rise of local content production, the adoption of smart TVs and streaming devices, and the influence of language diversity and limited infrastructure are all shaping the market in this region. With a young and growing population, as well as increasing disposable income, the TV & Video market in Eastern Africa is expected to continue to expand in the coming years.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. 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 / Segment size:
The segment 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 segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.Forecasts:
We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. 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.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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