Key regions: Asia, United Kingdom, China, Germany, Japan
The Traditional TV & Home Video market in Kenya is experiencing significant growth and development. Customer preferences in the market are shifting towards digital platforms and streaming services. Kenyan consumers are increasingly looking for convenience and flexibility in their entertainment options, which has led to a rise in the popularity of online streaming platforms. These platforms offer a wide variety of content that can be accessed anytime and anywhere, making them a preferred choice for many Kenyan consumers. Additionally, the affordability of internet access and the increasing availability of smartphones have also contributed to the growing demand for digital entertainment options. Trends in the market show a decline in the sales of traditional TV and home video products. As more Kenyan consumers opt for digital platforms, the demand for physical DVDs and Blu-rays has decreased. This trend is expected to continue as streaming services become more prevalent and accessible. However, it is worth noting that traditional TV still holds a significant share of the market, especially in rural areas where internet access may be limited. Local special circumstances in Kenya also play a role in the development of the Traditional TV & Home Video market. The country has a diverse population with different language preferences and cultural backgrounds. This has led to the demand for localized content that caters to specific regional and ethnic groups. Kenyan consumers appreciate content that reflects their own experiences and traditions, which has created opportunities for local content producers and broadcasters. Underlying macroeconomic factors also contribute to the growth of the Traditional TV & Home Video market in Kenya. The country has experienced steady economic growth over the past decade, which has resulted in an increase in disposable income. As a result, more Kenyan households are able to afford entertainment products and services, driving the demand for TV and home video products. In conclusion, the Traditional TV & Home Video market in Kenya is developing in response to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms and streaming services, coupled with the demand for localized content, is driving the growth of the market. As internet access becomes more widespread and affordable, the market is expected to continue to evolve, with traditional TV and home video products facing increasing competition from digital platforms.
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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