The Cricket Media market in Kenya is facing a minimal decline in growth rate due to various factors, such as saturation in the market, lack of investment, and limited access to digital technologies in rural areas. However, increasing awareness about the benefits of digital platforms and rising popularity of online sports services may contribute to its growth in the future.
Customer preferences: With the increasing popularity of social media platforms and digital streaming services, there has been a noticeable rise in the consumption of cricket content through online channels in Kenya. This is driven by the growing preference for on-the-go, personalized viewing experiences and the availability of affordable data plans. Additionally, the rise of internet-based platforms has allowed for a more diverse and global audience, leading to a growing market for international cricket coverage in Kenya.
Trends in the market: In Kenya, the Cricket Media Market is showing promising growth as more media outlets are expanding their coverage and broadcasting rights for cricket matches. This trend is significant as it underscores the rising popularity of cricket in the country and presents opportunities for industry stakeholders to capitalize on this emerging market. Additionally, with the increasing accessibility to digital platforms, there is a growing trend of live streaming cricket matches, providing a wider audience reach and potential for revenue generation. This trend is expected to continue on an upward trajectory, making it crucial for industry players to invest in digital platforms and partnerships to stay competitive in the Cricket Media Market.
Local special circumstances: In Kenya, the Cricket Media Market is influenced by the countrys strong cricket history and growing popularity of the sport among youth. However, the market is limited by the lack of infrastructure and government support for the sport. The countrys unique cultural preferences also impact the media market, with a strong preference for local content over international formats. Additionally, the regulatory environment poses challenges for media companies, with strict licensing requirements and restrictions on advertising. These factors contribute to a dynamic and competitive market for cricket media in Kenya.
Underlying macroeconomic factors: The Cricket Media Market in Kenya is heavily influenced by macroeconomic factors such as the countrys economic outlook, government policies, and global economic trends. A strong economy contributes to a higher disposable income, which in turn increases consumer spending and fuels the growth of the Cricket Media Market. Additionally, increased investment in digital technology and infrastructure in Kenya has led to the development of innovative platforms and apps, increasing the accessibility of cricket content to a wider audience. However, challenges such as restrictive regulations and limited funding for sports development hinder the overall growth of the Cricket Media Market in Kenya.
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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