Africa is experiencing a significant shift in the way people consume audio content, with more people going digital and the 2023 Atunwa Digital Audio Report showcases several interesting insights and trends for advertisers and digital content publishers.
When you look at the numbers, it becomes clearer. According to gsma.com, there were 489 million unique mobile subscribers in Sub-Saharan Africa in 2023, and an internet penetration rate of 43%. Of the 489 million unique mobile subscribers, 287 million of them had access to the internet.
What Are The Implications of Those Numbers?
The more mobile subscribers there are in the region, the more people there will be who have internet access. And the more people who have internet access, the more likely they are to consume digital audio content — like radio livestreaming.
From politics to sports, radio has remained a reliable source of information and entertainment for the average African.
From our records, there was an average time spent listening (ATSL) to radio livestreams of 24 minutes and 15 seconds in Kenya. In Ghana, it was 17 minutes and 15 seconds, and 15 minutes and 27 seconds in Nigeria.
What Are The Driving Forces?
Several factors are contributing to the rise of radio livestreaming in Africa. These include:
Convenience: Radio livestreaming offers users the flexibility to access their favorite radio shows anytime, anywhere.
Accessibility: With the widespread availability of smartphones and internet access, users can access radio livestreaming services on-the-go.
What Does This Mean for Advertisers & Content Publishers?
It is clear that contrary to what many would believe, radio is not dead in Africa. The numbers show that there are many people tuning in to their favourite radio programs/stations and listening to them online.
Advertisers can leverage this to target audiences with their marketing communications. If you’re an advertiser or an advertising agency, Atunwa Digital can help you achieve your marketing objectives with targeted placements and access to the Atunwa Digital Marketplace self-serve dashboard.
You can send an email to info@atunwadigital.com for more information.
Content publishers can leverage this to optimize for more effective content delivery and monetization.
Get the 2023 Atunwa Digital Audio Report for free here.
