Description

The Broadcast Media Africa (BMA) industry survey examined how African broadcasters, advertisers, digital platforms, and content creators are adapting to new challenges in monetisation, advertising, and audience measurement. The industry is shifting from traditional broadcasting to a hybrid model where digital platforms, data, and technology are increasingly important. Although advertising remains the main revenue source, market saturation and limited consumer willingness to pay for content are driving the need for new revenue streams like sponsorships and branded content.

The survey participants included broadcasters, advertisers, content creators, streaming platforms, and data analytics providers, reflecting the interconnected nature of the industry.

The data revealed that Advertising remains the leading revenue source (39%), but organisations are increasingly diversifying through hybrid (10%), sponsorship-driven (17%), and subscription-based (12%) models. Despite this, challenges persist, with declining ad revenue, limited consumer willingness to pay, and high audience acquisition costs.

Some key points from the resource include:

● Advertising is still king but diversification is key
● Declining advertising revenue due to market saturation
● Ad-supported freemium models
● Pan-African standardised audience currency is gaining interest