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Media - Ghana

Ghana
  • Revenue in the Media Market is projected to reach US$14.05m in 2025.
  • Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 7.79%, resulting in a projected market volume of US$18.96m by 2029.
  • With a projected market volume of US$14.32bn in 2025, most revenue is generated United States.
  • In the Media Market, the number of users is expected to amount to 5.8m users by 2029.
  • User penetration will be 12.3% in 2025 and is expected to hit 15.8% by 2029.
  • The average revenue per user (ARPU) is expected to amount to US$3.99.

Definition:

The eCommerce Media market is a sector of online retailing that focuses on selling media-related products through digital channels. The purpose of eCommerce Media is to provide consumers with a convenient and accessible way to purchase a wide range of products, including books, music, video games and home video.

The relevance of the eCommerce Media market lies in its ability to offer consumers a vast selection of media products at competitive prices, with the added convenience of home delivery. It also enables brands and retailers to personalize recommendations and promotions based on customer preferences and purchase history, increasing customer engagement and loyalty.

The eCommerce Media market has experienced significant growth in recent years, driven by factors such as the increasing availability of digital content and streaming services, the popularity of audiobooks and podcasts, and the COVID-19 pandemic, which has led to more time spent at home and increased demand for entertainment and educational content.

Examples of successful eCommerce Media businesses include Amazon Books, which offers a wide range of physical and digital books across different genres and formats.

Structure:

The eCommerce market for Media consists of four markets:

  • The Books market includes the sale of physical books, e.g., Textbooks, Academic Books and Collectible Books, via a digital channel.
  • The Home Video market includes the sale of physical video contents, e.g., DVDs and Blu-ray discs and Computer/Console Video, via a digital channel.
  • The Music market includes the sale of physical music formats, e.g., CDs, Vinyl records and Cassette tapes, via a digital channel.
  • The Video Games market includes the sale of physical video games, e.g., DVDs and Blu-ray discs and Computer/console games, via a digital channel.

Additional Information:

Media comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce is not included. Additional definitions can be found on each respective market page.

Key players in the market are companies like Amazon, Saturn or MediaMarkt.

Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Advertising & Media Market Insights.

In-Scope
  • Books
  • Computer/console games such as Sony Playstation games
  • Physical Media producs such as Music CDs, DVDs, and Blu-ray discs
Out-Of-Scope
  • Digital media such as Netflix, iTunes, and Amazon Kindle
Media
Media
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Media eCommerce: market data & analysis - Cover

Market Insights report

Media eCommerce: market data & analysis
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    methodology
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    Revenue

    NOTES: Data was converted from local currencies using average exchange rates of the respective year.

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    MOST_RECENT_UPDATE: Sep 2024

    SOURCE: Statista Market Insights

    Analyst Opinion

    The Media eCommerce market in Ghana is witnessing moderate growth, influenced by increasing internet penetration, a young tech-savvy population, and the rising demand for diverse digital content. However, payment infrastructure and piracy remain challenges to more rapid expansion.

    Customer preferences:     Ghana's Media eCommerce market is experiencing a notable shift as consumers gravitate towards localized content that reflects their cultural heritage and values. The demand for streaming services featuring Ghanaian movies, music, and podcasts is on the rise, driven by a desire for relatable narratives. Additionally, the younger demographic is increasingly favoring interactive and engaging content, such as live streaming and user-generated videos, as they seek community connection and entertainment that resonates with their lifestyles and social identities.

    Trends in the market:     In Ghana, the Media eCommerce market is seeing a surge in demand for streaming platforms that prioritize local content, including films, music, and podcasts that resonate with cultural narratives. This trend is particularly pronounced among the younger audience, who increasingly favor interactive formats like live streaming and user-generated content to foster community engagement. The significance of this shift lies in its potential to reshape content creation and distribution, prompting industry stakeholders to invest in localized productions and innovative marketing strategies to capture the evolving preferences of the audience.

    Local special circumstances:     In Ghana, the Media eCommerce market is uniquely influenced by its rich cultural heritage and diverse languages, driving a demand for localized content that reflects the nation's narratives. The prevalence of mobile internet access has also enabled widespread consumption of streaming services among the youth, who prefer content that resonates with their identity. Additionally, regulatory support for local productions encourages investment in homegrown talent, fostering a vibrant ecosystem where traditional storytelling meets digital innovation, ultimately shaping market dynamics.

    Underlying macroeconomic factors:     The Media eCommerce market in Ghana is significantly shaped by macroeconomic factors including economic growth, internet penetration, and investment in technology. Ghana's improving economic stability fosters consumer spending on digital content, while rising disposable incomes empower more users to subscribe to streaming services. Global trends in digital consumption, coupled with the increasing prevalence of smartphones, drive demand for localized media. Furthermore, supportive fiscal policies and government initiatives aimed at promoting local content production bolster investment in the creative sector, enhancing the market's competitiveness and innovation potential.

    Sales Channels

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    Users

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    Global Comparison

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    Methodology

    Data coverage:

    Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

    Modeling approach / Market size:

    Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale 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., Statista Global Consumer Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. 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 particular market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.

    Additional Notes:

    The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.

    Ecommerce

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    Media eCommerce: market data & analysis - BackgroundMedia eCommerce: market data & analysis - Cover

    Key Market Indicators

    NOTES: Based on data from IMF, World Bank, UN and Eurostat

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

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