Key regions: China, South Korea, Asia, France, United Kingdom
The TV & Video market in Western Africa is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Western Africa are shifting towards digital content consumption, with an increasing demand for streaming services and online video platforms. This can be attributed to the growing availability of affordable smartphones and internet access, which has made it easier for consumers to access and enjoy digital content. Furthermore, the younger population in Western Africa is more inclined towards consuming content on-the-go, making mobile devices the preferred medium for watching TV shows and videos. Trends in the market are also contributing to the growth of the TV & Video industry in Western Africa. One of the key trends is the rise of local content production and distribution. Western Africa has a rich cultural heritage, and there is a growing demand for content that reflects the local culture and traditions. This has led to the emergence of local production companies and streaming platforms that focus on creating and distributing African content. Additionally, international streaming services are also recognizing the potential of the Western African market and are investing in creating original content specifically tailored to the local audience. Local special circumstances in Western Africa, such as the increasing urbanization and rising middle class, are also driving the growth of the TV & Video market. As more people move to cities and experience improved living standards, there is a greater demand for entertainment options. TV and video content provides a convenient and affordable form of entertainment for individuals and families, making it a popular choice in Western Africa. Underlying macroeconomic factors, such as economic growth and increasing disposable income, are also contributing to the development of the TV & Video market in Western Africa. As the economy continues to grow, more people have the means to afford TVs, smartphones, and internet access, leading to a larger customer base for the industry. Additionally, the increasing availability of affordable data plans and the expansion of telecommunications infrastructure have made it easier for consumers to access digital content, further fueling the growth of the market. In conclusion, the TV & Video market in Western Africa is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As digital content consumption continues to rise and local production and distribution thrive, the industry is poised for further expansion in the region.
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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