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THE MADIA JUNE 2018

AFRICA INSIGHTS It’s all happening in Africa Kenya and Nigeria, says Fakela, are two pertinent examples of this. “A 2017 IPSOS study showed that the completion of the DTT programme in Kenya came with several issues that affected the media landscape of the country, including fragmented viewership, decreased channel loyalty, changes in programme habits, and demand for quality content.” Nigeria boasts the lowest data costs in Africa, according to the RAMP 2017 Q2 report, and has seen a rise in the number of OTT service providers, like Netflix, competing – and winning – the war for audience share. Startups like iROKOtv, originally a subscriptionbased Video on Demand service that now includes a satellite TV channel that broadcasts ‘Nollywood’ movies and TV series TV news is stil very relevant, but traditional TV isn’t reaching everyone. Meanwhile, mobile phones already have a higher penetration and smartphone use more than doubled in the two years to 2016. to viewers across the globe, are taking it one step further, and challenging the domination of satellite service provider DStv. “TV news is also still very relevant, but traditional TV isn’t reaching everyone. Meanwhile, mobile phones already have a higher penetration and smartphone use more than doubled in the two years to 2016. YouTube has been a source of great entertainment, but it also makes it easier to share important video,” notes Fakela. Though, that doesn’t mean traditional offerings don’t hold sway. “Overall, media on the continent is still following the traditional route in terms of advertising offerings, as countries, and independent publishers, broadcasters and stations do not have the resources to fully implement and take advantage of the opportunities that digital Internet penetration in Africa, 31 December 2017 Africa World Avg. Rest of world 35.2% 0 5% 10% 15% 20% 25% 30% 35% 40% Penetration rate (% Population) 54.4% 58.4% 45% 50% 55% 60% 65% Source: Internet World Stats - www.internetworldstats.com./stats1.html 453.329.534 estimated Internet users in Africa in December 31, 2017 and 4.156.932.140 Internet users in all the World in 31 December 2017. Copyright©2018, Miniwatts Marketing Group The Media | wagthedog.co.za P 43


THE MADIA JUNE 2018
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