Market Insights Advertising & Media Media

TV & Video - Kenya

Kenya

In Kenya, revenue in the TV & Video market market is projected to reach US$562.20m in 2024.
The revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 5.42%, leading to a projected market volume of US$732.10m by 2029.
The market that accounts for the largest market share is Traditional TV & Home Video, which is anticipated to have a market volume of US$458.80m in 2024.
In a global context, the majority of revenue will be generated the United States, where it is projected to be US$280.30bn in 2024.
In the TV & Video market market withKenya, the number of users is expected to reach 53.4m users by 2029.
User penetration in the TV & Video market market in Kenya is anticipated to be at 84.2% in 2024.
The average revenue per user (ARPU) in Kenya is projected to amount to US$11.88 in 2024.
In Kenya, the growing popularity of streaming services is reshaping the TV & Video landscape, challenging traditional broadcasting norms and consumer engagement.

Key regions: China, South Korea, Asia, France, United Kingdom

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Analyst Opinion

The TV & Video market in Kenya is experiencing significant growth and development, driven by a number of factors.

Customer preferences: Customers in Kenya are increasingly demanding access to a wide range of TV and video content. With the proliferation of smartphones and internet connectivity, there has been a rise in the popularity of online streaming platforms. Kenyan consumers are showing a preference for on-demand content that they can access anytime and anywhere. Additionally, there is a growing interest in local content, as viewers seek to connect with their own culture and stories.

Trends in the market: One of the key trends in the TV & Video market in Kenya is the increasing adoption of digital television. As the country transitions from analog to digital broadcasting, more households are investing in digital TV sets and set-top boxes. This shift has opened up opportunities for broadcasters to offer a wider range of channels and services. Another trend in the market is the growth of pay-TV subscriptions. Kenyan consumers are willing to pay for premium content and are subscribing to pay-TV services that offer a variety of channels and exclusive content. This trend is driven by the desire for a diverse range of programming options, including sports, movies, and international content.

Local special circumstances: Kenya has a vibrant local film and television industry, which has contributed to the growth of the TV & Video market. The country has produced internationally acclaimed films and TV shows, attracting both local and international audiences. This has created a demand for local content and has led to the establishment of production houses and studios.

Underlying macroeconomic factors: The growing middle class in Kenya is a key driver of the TV & Video market. As disposable incomes increase, more households are able to afford TV sets and pay-TV subscriptions. Additionally, the improved infrastructure for internet connectivity has made it easier for consumers to access online streaming platforms. The government of Kenya has also played a role in the development of the TV & Video market. The transition to digital broadcasting was supported by government policies and initiatives, which encouraged investment in digital infrastructure. This has created a favorable environment for broadcasters and content providers to expand their services. In conclusion, the TV & Video market in Kenya is experiencing significant growth and development, driven by customer preferences for on-demand content and local programming. The adoption of digital television and the growth of pay-TV subscriptions are key trends in the market. The vibrant local film and television industry, along with the growing middle class and government support, are underlying macroeconomic factors that contribute to the market's development.

Methodology

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.