Why TV consumption is strong in Africa?

World TV updates - December 2017

Africa is a region where average daily TV viewing time computed over 2016 is of 3 hours and 10 minutes per individual, which is above the world’s average. It is also an increasingly dynamic market for content, that is opening to the rest of the world while simultaneously building its own original content catalog

TV viewing consumption in Africa above the world’s average

Africa is a region where average daily TV viewing time computed over 2016 is of 3 hours and 10 minutes per individual, which is above the world’s average by 10 minutes. Among the young adults, this TV viewing time is similar with 3 hours and 3 minutes per day per individual, far above the world’s average by nearly one hour! Two territories show particularly strong TV viewing time: Cameroon (above 4 hours per day per individual and even more among young adults), and Madagascar at 3 hours and 50 minutes.

A dynamic market for content

Africa is an increasingly dynamic market for content, that is opening to the rest of the world while simultaneously building its own original content catalog. The examples of the Ivory Coast and South Africa are particularly revealing.

Ivory Coast heavily imports finished programmes from two sources mainly: fellow African countries such as Nigeria or Burkina Faso, but also the United States which are prominently featured on Ivorian screens. Among popular original programmes are humorous shows depicting the daily life in the country, such as the sitcom “Mami Gbangban” that centers on a neighborhood saleswoman and the ludicrous situations she faces.

South Africa is also a major consumer of American finished programme; however, original production is also very strong with a tendency to put out soap operas and telenovelas that draw on local cultures. Also, very popular are limited series such as “Tjovitjo”, centered around Pantsula dance and township lifestyle. After being abandoned by his family as a child, the main character Mafred wants to get payback for the humiliation of being left on his own. On his journey, he discovers that the family which he is looking for is not necessarily a biological one. “Tjovitjo” became the most-watched drama series in South Africa, increasing SABC1’s slot average by 61% for its premiere.

Sources: Eurodata TV Worldwide / NOTA / Relevant Partners

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Test of significance of the differences between two proportions

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