Survey Reveals World’s Youngest Population Seeks Diverse, Relatable Options
Intelsat has recently finalised a comprehensive audience survey on the sub-Saharan African media market that uncovers the preferences and demographics of urban FTA TV viewers in six Sub-Saharan African countries. The study finds that these countries have maintained a steady increase in free-to-air viewers, driving demand for diverse and relatable content reflecting local languages and cultures.
Africa is home to the youngest population in the world, with approximately 60% of its citizens under the age of 25. The young, impressionable audiences pose opportunities for programmers to be in-tune with audience trends so they can provide the content they desire, while simultaneously shaping the content preferences of new viewers.
This survey was designed to show content providers how to reach and engage with existing and potential audiences. Six key Sub-Saharan African countries are focused on: Nigeria, South Africa, Kenya, Ethiopia, Ghana and Tanzania.
Survey results revealed that 79% of Nigerians living in urban areas are able to receive satellite video. Among those using IS-20, 93% of sampled viewers watch television from home for an approximate average of four hours a day. In addition to the content already available to them on IS-20, Nigerians report desiring additional content in the following genres:
- 43% desire more movie content
- 29% desire more entertainment content
- 27% desire more news content
Out of all tv households in South Africa, 60% can receive satellite video from a parabolic antenna. 98% of the IS-20 audience in this country are watching television from home for an average of 4.9 hours a day. An additional compelling metric is that South Africans viewing IS-20 content tend to be in the higher income bracket with 42% of viewers earning a monthly income of more than 10,000 SA Rand. South Africa’s sample of IS-20 viewers indicate that they desire more viewing options in the following genres:
- 46% desire more movie content
- 39% desire more entertainment content
- 25% desire more news content
Most Kenyan TV viewers are utilizing satellite technology with 60% being able to receive video content from a parabolic antenna. Survey results reveal that Kenyans tend to be very mobile-friendly as 73% of respondents reported watching video from their smartphones. These respondents also report desiring additional content in the following genres:
- 42% desire more news content
- 27% desire more entertainment content
- 22% desire more religious content
Ethiopia’s IS-20 viewers are especially young, with 73% of the population watching television in the 18-34 age group. Of Ethiopians tuning into IS-20, 94% are watching television from their homes for an average of 3.1 hours a day. Survey participants reported that they desire additional content in the following genres:
- 33% desire more news content
- 30% desire more entertainment content
- 22% desire more religious content
Satellite presence is also strong in Ghana as 76% of TV households have the capacity to receive video through their home’s parabolic antenna. Of those satellite users that are tuning into IS-20, 99% are watching content from home and 75% are watching video on their smartphones. Ghana’s IS-20 audience watch TV for an average of 3.5 hours a day. However, viewers indicate that they would prefer additional content in the following genres:
- 55% desire more news content
- 38% desire more sports content
- 28% desire more religious content
Concurrent with the general trend, IS-20 has a strong presence among younger viewers in Tanzania with 70% of its TV-watching population being in the 18-34 age group. Tanzania’s IS-20 audience is watching television for an approximate average of 3.7 hours a day, with 90% tuning in from home and 61% of viewers watching video from their smartphones. IS-20 viewers in this country report desiring additional content in the following genres:
- 57% desire more news content
- 34% desire more sports content
- 19% desire more religious content
With the terrestrial infrastructure in Africa still in its developing stages, affordable access to data and mobile broadband coverage is hard to come by, which also prohibits the successful distribution of OTT services in the region. These difficulties offer immense opportunities for programmers and broadcasters to reach their audiences through linear distribution over satellite.
Intelsat 20 (IS-20) is the premiere video neighbourhood in Africa, reaching nearly 45 million viewers in the region, carrying over 600 channels across multiple genres, in over 20 different languages. For a target audience looking for more diverse, reliable, and high-quality media content, IS-20 is the best option for programmers looking to cater to the ever-changing needs of their consumers.
Ademola brings his skills and business acumen to lead as Industry & Programmes Analyst—conducting market research, writing industry report and overseeing execution of events.