The Soccer Media market in Kenya has been steadily growing due to the rising interest in digital platforms and the convenience of online soccer services. However, the markets growth rate remains minimal due to various factors, such as limited internet access in certain regions and lack of awareness among some consumers.
Customer preferences: One notable shift in consumer preferences in the Soccer Media Market of the Soccer Market is the increasing demand for live streaming options for soccer matches. As more people in Kenya prefer to watch soccer matches on their mobile devices, there has been a surge in demand for live broadcast rights for major soccer leagues by streaming platforms. This trend is fueled by the increasing availability of affordable internet and the rise in popularity of mobile devices, particularly among younger generations. Moreover, the convenience of watching matches on-the-go and the ability to access multiple leagues and tournaments in one platform have also contributed to the rise of live streaming as the preferred way to consume soccer media content.
Trends in the market: In Kenya, the Soccer Media Market is experiencing a rise in digital platforms and streaming services. With the increasing availability of internet access and technological advancements, there is a growing trend of fans using online platforms to follow and engage with soccer matches. This trend is expected to continue, as more media companies invest in digital platforms to cater to the needs of the tech-savvy Kenyan audience. This shift towards digital media has significant implications for industry stakeholders, as it opens up new opportunities for advertising and revenue generation. Additionally, it allows for a wider reach and engagement with viewers, ultimately driving growth in the Soccer Media Market in Kenya.
Local special circumstances: In Kenya, the Soccer Media Market is heavily influenced by the countrys passion for the sport and the high level of local talent. The country has a strong fan base and a vibrant soccer culture, leading to a saturated media market that caters to the demand for coverage and analysis of local teams and players. Additionally, the governments investments in sports infrastructure have contributed to the growth of the soccer market, creating opportunities for media companies to expand their reach and tap into new revenue streams. These unique local factors make the Soccer Media Market in Kenya distinct from other markets, shaping its dynamics and driving its growth.
Underlying macroeconomic factors: Macroeconomic factors play a significant role in shaping the Soccer Media Market in Kenya. The countrys growing economy, driven by sectors such as agriculture, services, and manufacturing, provides a favorable business environment for the Sports market. Government initiatives that promote investment and development in the sports industry, coupled with favorable fiscal policies, continue to attract foreign investments and spur market growth. Additionally, the growing digital transformation in the country is creating opportunities for innovative and competitive solutions in the Soccer Media Market, as more Kenyans have access to internet and mobile technology.
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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