Free ad-supported streaming TV (FAST) - Africa

The Free ad-supported streaming TV (FAST) market) market in Africa is projected to reach a revenue of US$65.83m by 2024.
This market segment is expected to experience an annual growth rate (CAGR 2024-2027) of 8.95%, leading to a projected market volume of US$85.13m by 2027.
When compared globally, United States is predicted to generate the most revenue in this market, with an estimated amount of US$7.75bn in 2024.
In terms of average revenue per user (ARPU), the Free ad-supported streaming TV (FAST) market) market in Africa is projected to amount to US$0.51 in 2024.
Furthermore, the number of users in this market is expected to reach 143.2m users by 2027.
The user penetration rate is anticipated to be 10.0% in 2024 and is expected to rise to 10.4% by 2027.
In Africa, the market for Free ad-supported streaming TV (FAST) is rapidly growing, with a surge in local content and partnerships with telecom companies.

Definition:

Free ad-supported streaming TV (FAST) refers to a television service that is available to viewers at no cost, but is supported by advertising revenue. These services typically provide access to a range of TV channels, which are made available to viewers for free in exchange for watching advertisements. Such services have become increasingly popular in recent years, with many viewers opting to use them as an alternative to traditional paid TV services. Contrary to Advertising Video-on-Demand (AVOD) refers to streaming services that offer their viewers the option to watch any content in their video library on demand in exchange for watching ads, FAST offers linear channels that are supported by advertisements. In other words, FAST operates like traditional linear TV. Instead of specific content, users choose which channels they would like to watch.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through ad spendings. Key players in the market are companies, such as Pluto TV, Tubi or Roku Channel

Advertising methods used in free advertised supported TV services, such as targeted ads and sponsored content
Advertising in streaming services with no cost, such as Roku Channel

Advertising Video-on-Demand services, such as Hulu
Subscription Video-on-Demand services, such as Netflix
Traditional linear TV, such as TV channels

The free ad-supported streaming TV market is currently experiencing significant growth, as more viewers look for cost-effective alternatives to traditional cable TV. To keep up with demand, many services are expanding their content offerings, including original programming and live sports. Additionally, the use of targeted advertising is becoming more sophisticated, with services leveraging data and analytics to deliver personalized ad experiences to viewers. As a result, the free ad-supported streaming TV market is expected to continue to grow and evolve in the coming years.

The free ad-supported streaming TV market is being driven by a number of key factors. First, the rise of connected devices like smart TVs, streaming boxes, and mobile devices has made it easier for viewers to access free streaming content. Additionally, the availability of high-quality content from established networks and studios has made free streaming services more appealing to viewers. Furthermore, advancements in ad targeting and personalization have made it easier for advertisers to reach specific audiences, driving increased investment in the free ad-supported streaming TV market. Finally, the growing trend of "cord-cutting" - or canceling traditional cable TV subscriptions - is expected to continue, further fueling growth in the free ad-supported streaming TV market.

The free ad-supported streaming TV market is expected to continue its growth trajectory in the coming years, growing at a CAGR of 9.10% until 2027.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats from services that offer free content supported with advertisements.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Statista Global Consumer Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

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