The Soccer Media Market within the Sports Market in Eastern Africa is witnessing minimal growth due to factors such as limited access to digital platforms, lack of awareness about online services, and low adoption of technology in the region. However, rising interest in soccer and increasing disposable income could potentially drive growth in the future.
Customer preferences: Consumers in Eastern Africa are increasingly turning to social media for updates and highlights on soccer matches, making it a prime platform for advertising and engaging with fans. With the rise of internet and smartphone penetration, there is a growing demand for live streaming and personalized soccer content. Furthermore, the younger demographic is driving the popularity of soccer video games and e-sports competitions, creating a new avenue for players and clubs to connect with their audience. This shift towards digital consumption of soccer media highlights the importance of adapting to evolving consumer preferences and leveraging technology to engage with fans.
Trends in the market: In Eastern Africa, the Soccer Media Market is experiencing a surge in online streaming services for live soccer matches, catering to the increasing demand for convenient access to sports content. Additionally, mobile platforms are emerging as a preferred medium for consuming soccer media, in line with the region’s high smartphone penetration rates. These trends are expected to continue on an upward trajectory, driven by the growing popularity of soccer and the increasing digitalization of media consumption. Industry stakeholders, such as broadcasters and sports organizations, should capitalize on these trends by developing innovative and engaging digital content and platforms to reach a wider audience and enhance fan engagement.
Local special circumstances:
In Eastern Africa, the Soccer Media Market has been steadily growing due to the strong passion for soccer across the region. Many countries in this market have a large youth population, making soccer a popular sport and driving viewership. The regions diverse population and cultural influences also play a significant role in shaping the media landscape, with local broadcasters and social media platforms catering to specific linguistic and cultural preferences. Additionally, regulatory restrictions on foreign media ownership have led to the emergence of local media players, further contributing to the unique dynamics of the market.
Underlying macroeconomic factors:
The growth of the Soccer Media Market within the Sports Market is greatly influenced by macroeconomic factors in Eastern Africa. With the regions developing economies and increasing internet penetration, there is a growing demand for digital content and streaming services. Government initiatives promoting sports and investments in modern infrastructure are also driving the markets growth. Furthermore, the rise of the middle class in the region has increased consumer spending on leisure activities, including sports. However, economic instability, currency fluctuations, and political instability can negatively affect market performance in the region.
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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