In recent years, the American Football media market within the Sports market in Africa has seen steady, but minimal growth. Despite the increase in digital consumption, the limited access to technology and cultural differences in viewing habits have impacted the markets growth rate. Furthermore, the lack of infrastructure and funding for developing sports media in certain regions contribute to the slow progression of the market.
Customer preferences: There is a growing demand for live streaming and on-demand content in the American Football Media Market, driven by the desire for convenience and flexibility among consumers. This trend is particularly prominent in Africa, where live streaming provides access to American football games that may not be broadcasted locally. Additionally, the rise of social media and mobile devices has led to an increase in fan engagement, highlighting the importance of digital platforms in the American Football Market. This trend is further accelerated by the growing youth population in Africa, who are avid consumers of both American football and digital media.
Trends in the market: In terms of media, American football is a dominant force in both Africa and America. In Africa, there is a growing demand for live streaming and online content, with platforms like ESPN offering exclusive coverage. In the US, traditional TV viewing is declining, with more viewers turning to on-demand and streaming services for their football fix. This trend is expected to continue, with new streaming options, such as Amazons Thursday Night Football, gaining popularity. As such, industry stakeholders will need to adapt their strategies to cater to the changing media consumption habits of fans in both regions.
Local special circumstances:
In Africa, the American Football Media Market is relatively underdeveloped compared to other parts of the world. This can be attributed to a variety of factors, such as lower internet and smartphone penetration rates and a lack of interest in the sport due to a strong preference for and focus on local sports. In contrast, the American Football Media Market in the United States is robust and highly competitive, with a large and loyal fan base. Additionally, strict regulations and licensing hinder the growth of the American Football Media Market in Africa, as governments may prioritize promoting local content over international sports. This creates a unique landscape for American football media in Africa, where localized and culturally-relevant content is crucial for success.
Underlying macroeconomic factors: The American Football Media Market in Africa is heavily impacted by macroeconomic factors such as technological advancements, government regulations, and investment in sports infrastructure. Countries with robust technological infrastructure and favorable regulatory environments, like South Africa, are experiencing rapid growth in their American Football Media Market. Meanwhile, countries with limited technological capabilities and strict regulations, such as Sudan, struggle to develop a strong market. These factors are compounded by the economic health of the nation, with stronger economies having more resources available for investment in the American Football Media Market. The growing interest in American football in Africa and the increasing popularity of the sport on a global scale also play a role in the markets growth.
Data coverage:
The data encompasses B2B revenues. Figures are based on media spending from businesses to several clubs. That also includes the revenues from advertising as this is part of media and broadcasting contracts the individual clubs have with their respective leagues.Modeling approach / Market size:
Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, 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 ticket, price on sport goods). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function or linear forecasting, as it fits the development of either strong growing markets or more sophistacted and saturated markets, such as soccer in Europe.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 impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. 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). We also account for the different cycles of international tournaments, such as world cups or continent cups. Consumer Insights data is reweighted for representativeness.
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