The Basketball Media Market in Kenya is seeing negligible growth, due to factors like limited investment and low adoption of digital platforms by sports fans. Despite rising interest in basketball, online media services have yet to gain widespread popularity.
Customer preferences: The consumption of basketball content through social media platforms such as YouTube and Instagram has significantly increased, especially among younger demographics in Kenya. This trend is fueled by the growing popularity of social media influencers who create engaging and relatable basketball content. As a result, traditional media outlets are adapting to this digital shift by incorporating more social media elements into their coverage. Additionally, the rise of virtual reality (VR) technology has opened up opportunities for immersive basketball experiences, catering to the preferences of tech-savvy consumers in the country.
Trends in the market: In Kenya, the Basketball Media Market is experiencing a surge in online streaming services, with companies like Kwesé Sports and StarTimes offering live coverage of basketball games. This trend is expected to continue as internet penetration rates increase in the country. Additionally, social media platforms, such as Facebook and Twitter, are becoming popular platforms for sharing basketball content and engaging with fans. These trends indicate a shift towards digital consumption in the Basketball Market, making it crucial for industry stakeholders to adapt their strategies and cater to online audiences.
Local special circumstances: In Kenya, the Basketball Media Market has seen significant growth due to the countrys passion for basketball. The market is heavily influenced by the presence of local basketball leagues, which garner high viewership and engagement from fans. Additionally, cultural factors such as the emphasis on sports and physical fitness in Kenyan society drive the demand for basketball media. The market is also heavily regulated, with strict broadcast rights and licensing agreements, making it challenging for new media companies to enter the market. This unique combination of factors creates a competitive and dynamic basketball media market in Kenya.
Underlying macroeconomic factors:
The growth of the Basketball Media Market in Kenya is heavily influenced by macroeconomic factors such as the overall economic health of the country, government policies, and global economic trends. With the economy of Kenya experiencing positive growth and the governments efforts to promote sports and entertainment, there is a strong demand for basketball content in the country. Furthermore, the increasing disposable income, technological advancements, and favorable regulatory environment make Kenya an attractive market for basketball media companies. Additionally, the growing popularity of basketball and the young demographic in the country are further driving the demand for basketball media, making it a lucrative market for businesses to invest in.
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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