As at the end of December 2013, the National Communications Authority (NCA) indicated that they were 28,026,482 mobile phone users (over 100%) . This figure is greater than the total number of people (24 million) living in the country.
At the end of 2013, 58% of households had access to a TV set, according to the study. The leading four terrestrial channels comprised 96% of audience time and 12% of TV households were digital.
In spite of a decline in 2011, total advertising revenues are now on the rise again with total spend reaching GHS245.6 million (US$73.3 million) in 2012. Ghana scores well in the Connectivity Index.
The Ghanaian government appears committed to supporting growth plans for broadband services which are relatively affordable compared to other markets in the continent, the report stated.
A relatively mature TV and Internet infrastructure in Ghana assists in making it a market in which consumers are more receptive to advertising, it attributed.
Nigeria
The outlook’ which presents annual historical data for 2009-2013 and provides annual forecasts for 2014-2018 in 12 entertainment and media segments, estimated that Nigeria’s entertainment and media revenues will reach $8.5bn in 2018, more than doubling from the 2013 figure of $4.0bn at a compound annual growth rate (CAGR) of 16.1%.
This represents one of the fastest growth rates in the world. The Internet will be the key driver for Nigeria, where the number of mobile Internet subscribers is forecast to surge from 7.7 million in 2013 to 50.4 million in 2018, the report stated.
It further disclosed: “Television in the form of advertising and subscriptions and licence fees, will also become a US$1 billion-plus market in 2018, while the market will grow steadily”.
Kenya
According to report, Kenya recorded US$1.7bn in entertainment and media revenues in 2013, and this was forecast to rise to US$3.1bn in 2018.
Once again, it is Internet access that is driving growth Television and radio will account for combined US$1 billion-plus of revenues at the end of the forecast period.
Angola
Much of the media in Angola is government-controlled. Deregulating the media is a gradual process and the handful of emerging ‘private’ radio and newspaper operations are mostly bankrolled – so limiting their independence.
The report stated: ” Among TV households, pay-TV penetration is high at 75%. TV currently comprises 28% of advertising spend, a figures that is likely to drop by two percentage points over the next five years. Angola is comparatively well connected, with about one in ten Angolans able to access the Internet by way of a mobile network and two percent of households also able to access fixed broadband services.
However, international bandwidth is still scarce. If the country’s Internet market is to be better penetrated, greater infrastructure investment will be required.”
Tanzania
As at the end of 2013, 13% of Tanzanian households had access to a TV set, according to independent analyst and consultancy firm Ovum.
This number has dropped slightly in the last two years as a result of the state’s decision to proceed with an analogue terrestrial switch-off before the public was ready, leading to many households actually losing their access.
Ovum forecasts another fall in TV adoption in 2015 when national analogue switch-off takes place, but the numbers of those with access to TV will rise again to one in five of the population in 2019.
Radio dominates the advertising sector in Tanzania, contributing just over 50% of revenues, with TV accounting for about 30%. Of the three markets covered in our studies, Tanzania ranks highest. The Government has embraced competition and the role of the private sector in improving economic and social development.
Entertainment & Media Industries Leader for PwC South Africa, Vicki Myburgh, said: “The future may well be digital in South Africa, as with the rest of the world – many of its products and services can already be delivered in digital form. But we believe that progress in the South African E&M market will be gradual and that there are still plenty of opportunities for ‘old’ and ‘traditional’ media yet.”
African Eye News