Income opportunities for programmers seen in wider content offerings via satellite – Businessamlive


…Highest penetration area in West Africa with 39.9 million TV audiences, report says

The African Pay-TV market has grown significantly over the past few years, creating immense opportunities for programmers to generate significant revenue by expanding their content offerings using satellite broadcasting, one of the most reliable methods content distribution.

Intelsat, a multinational satellite service provider, said so in its latest report on the African pay-TV market.

According to the report, Media Market Watch 2022: Africa Report, cable TV subscriptions in Sub-Saharan Africa were $126 million in 2020 and are expected to reach $144 million in 2025.

On other sources of satellite-based pay-TV subscriptions, the report noted that Direct to Home subscription was $2.2 billion in 2020, while digital terrestrial TV was $476 million. of dollars during the same study period. In its projections for 2025, the report predicted that Direct to Home subscription would reach $3.1 billion, while digital terrestrial television would reach $698 million.

Overall, he said the pay-TV subscription revenue potential for Sub-Saharan Africa would see an annual growth rate of 43.5% for all services between 2020 and 2025.

The report also revealed that there is an abundance of opportunity to deliver broader content offerings in around 2,000 African languages.

Highlighting the opportunities and benefits that satellite offers to distributors in the region, the company noted that only 42% of the estimated 240 million households in sub-Saharan Africa are connected to satellite TV, creating a huge platform to tap into. for programmers.

Further assessment of the continent’s television market potential showed that satellite broadcasting creates opportunities for subscription and advertising revenue growth for content providers.

Citing a 2020 report by Dataxis Intelligence, Intelsat noted that the total number of TV households in Africa stands at around 100 million. The West Africa region was ranked as the highest penetration area with a total of 39.9 million viewers, followed by Southern Africa, East Africa and South Africa. Central Africa with a total of 25.5 million, 25.4 million and 9.4 million viewers, respectively.

Intelsat noted that while Over-the-Top (OTT) is slowly making its way to Africa, linear content distribution still retains the lion’s share of current and projected revenues.

“Diverse content and reliable distribution are driving the African pay-TV market and satellite is helping to meet the needs of a younger, wider and more diverse audience,” the report said.

The International Satellite Organization has therefore advised satellite broadcasters to focus more on content appealing to young African audiences, noting that this will ensure long-term growth.


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