Key regions: Asia, United Kingdom, China, Germany, Japan
The Traditional TV & Home Video market in Ghana has been experiencing significant growth in recent years.
Customer preferences: Ghanaians have traditionally been avid consumers of television and home video content. This can be attributed to the cultural importance placed on entertainment and storytelling in Ghanaian society. Additionally, the affordability and accessibility of television sets and home video players have made them popular among a wide range of consumers.
Trends in the market: One of the key trends in the Traditional TV & Home Video market in Ghana is the increasing demand for digital content. With the advent of streaming platforms and online video services, consumers now have access to a wide variety of content at their fingertips. This has led to a shift away from traditional television and home video formats towards digital platforms. However, it is important to note that traditional television and home video still hold a significant market share in Ghana, as not all consumers have access to high-speed internet or the necessary devices to stream content. Another trend in the market is the rise of local content. Ghanaian consumers have shown a growing interest in locally produced television shows and movies, which has led to an increase in the production and distribution of local content. This trend can be attributed to a desire for more relatable and culturally relevant content, as well as the government's efforts to promote the local entertainment industry.
Local special circumstances: Ghana has a vibrant and diverse entertainment industry, with a long history of producing high-quality television shows and movies. This has created a strong demand for local content, which in turn has stimulated the growth of the Traditional TV & Home Video market. Additionally, the government has implemented policies and initiatives to support the local entertainment industry, such as tax incentives for local productions and the establishment of the National Film Authority.
Underlying macroeconomic factors: Ghana's economy has been growing steadily in recent years, which has led to an increase in disposable income and consumer spending. This has had a positive impact on the Traditional TV & Home Video market, as consumers have more money to spend on entertainment products and services. Additionally, the government's efforts to improve access to electricity and digital infrastructure have made it easier for consumers to purchase and use television and home video devices. In conclusion, the Traditional TV & Home Video market in Ghana is experiencing growth due to customer preferences for entertainment, the rise of digital content, the demand for local content, local special circumstances such as government support for the entertainment industry, and underlying macroeconomic factors such as economic growth and improved infrastructure.
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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