Traditional TV & Home Video - Western Africa

In Western Africa, revenue in the Traditional TV & Home Video market market is projected to reach US$2.18bn in 2024.
Revenue in this region is expected to show an annual growth rate (CAGR 2024-2029) of 3.50%, resulting in a projected market volume of US$2.58bn by 2029.
The average revenue per user (ARPU) in Western Africa is expected to amount to US$8.03.
In global comparison, most revenue will be generated the United States, which is anticipated to reach US$146.60bn in 2024.
The number of TV Viewers in Western Africa is expected to amount to 305.6m users by 2029.
User penetration in the Traditional TV & Home Video market market in Western Africa is expected to be at 65.5% in 2024.
The average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in Western Africa is projected to amount to US$8.03 in 2024.
In Western Africa, particularly Nigeria, the Traditional TV & Home Video market is increasingly adapting to digital platforms while still valuing local content production.

Definition:

The Traditional TV and Home Video market involves the distribution and consumption of audiovisual content through conventional broadcast television channels and physical media formats like DVDs and Blu-ray discs. It encompasses the production, broadcasting, and viewing of television programs, movies, and other video content within households. Additionally, the market includes advertising placements within television programming and the collection of public TV Licence fees to support public service broadcasting networks, contributing to the diverse landscape of content delivery and revenue generation within the industry.

Structure:

The traditional TV and home video market comprises several key components, including pay TV services, physical home video sales, traditional TV advertising, and public TV Licence fees. Pay TV services involve subscription-based access to premium television channels and content, often delivered through cable, satellite, or internet-based platforms. Physical home video sales encompass the distribution of movies and TV shows on DVDs, Blu-ray discs, and other physical media formats for consumer purchase or rental. Traditional TV advertising involves the placement of commercials within broadcast television programs, generating revenue for broadcasters and advertisers alike. Public TV Licence fees refer to the mandatory charges imposed on households to fund public service broadcasting networks and channels. Together, these elements form the backbone of the traditional TV and home video market, catering to diverse viewer preferences and consumption habits.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases. Key players in the market are companies, such as NBCUniversal, CBS Corporation, and The Walt Disney Company.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Physical home video such as DVD & Blu-ray sales
Traditional TV advertising such as commercial breaks
Public TV license fees such as BBC License in the UK and the Rundfunkbeitrag in Germany

OTT (Over-the-top content) services such as Netflix, Hulu, iTunes, and Pluto.tv
Public license fees collected in the form of a tax such as income tax in the Nordic countries
DVD & Blu-ray rental

The Traditional TV & Home Video market in Western Africa is experiencing significant growth and development in recent years. Customer preferences in Western Africa are shifting towards traditional TV and home video content. This is driven by a number of factors, including the increasing availability and affordability of televisions and home video players in the region. Additionally, Western African consumers have a strong preference for local and regional content, which is driving the demand for traditional TV and home video products. Trends in the market show a growing demand for traditional TV and home video content in Western Africa. This can be attributed to the increasing disposable income and urbanization in the region, which has led to a larger middle class population with more purchasing power. As a result, more households are able to afford televisions and home video players, leading to an increased demand for traditional TV and home video products. Local special circumstances in Western Africa also contribute to the development of the Traditional TV & Home Video market. For example, Western African countries have a rich cultural heritage and a strong tradition of storytelling through television and film. This has created a strong demand for local content, which is driving the growth of the traditional TV and home video market in the region. Additionally, Western Africa has a large and growing population, which provides a large consumer base for traditional TV and home video products. Underlying macroeconomic factors are also playing a role in the development of the Traditional TV & Home Video market in Western Africa. Economic growth in the region has led to an increase in disposable income, which has allowed more households to afford televisions and home video players. Additionally, Western African governments have been investing in the development of the media and entertainment industry, which has further fueled the growth of the traditional TV and home video market. In conclusion, the Traditional TV & Home Video market in Western Africa is experiencing significant growth and development due to shifting customer preferences, increasing disposable income, local special circumstances, and underlying macroeconomic factors. This presents opportunities for companies operating in the traditional TV and home video industry to expand their presence in the Western African market.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.