As it does every fall, Kantar publishes the results of its Africascope study.
This wave of surveys, covering the second half of 2024 and the first half of 2025, covers eight countries and provides results on TV and radio audiences as well as internet usage.
According to Florence Ginier, Consulting Director at Kantar Insights, who revealed the study's general indicators, "Average daily consumption across all media is 6 hours and 50 minutes, spent in front of a screen or listening to the radio. This represents an increase of 12 minutes compared to the 2024 edition, mainly attributable to the continued growth of the Internet and television, with daily coverage up 5 points each. The use of instant messaging and social networks follows the same trend as that of the Internet in general. Video consumption via SVOD services remains stable and still confidential."
TELEVISION
90% of Africans watch television daily, with an average viewing time of 3 hours and 44 minutes per day.
The Democratic Republic of Congo is the country with the highest TV coverage (97% of the population) and the highest viewing time (4 hours and 33 minutes per day).
The share of daily viewers is identical (90%). However, women watch an average of 3 hours and 52 minutes per day, which is higher than men (3 hours and 36 minutes).
RADIO
44% of individuals aged 15 and over listen to the radio daily, for an average of 51 minutes per person.
Burkina Faso and Mali are historically the largest radio consumers in the region, with coverage of 79% and 63% of the population respectively and average daily listening times of 1 hour 26 minutes and 1 hour 33 minutes.
Radio is more popular among men, with 53% of listeners tuning in daily and an average listening time of 1 hour and 3 minutes per day, compared to 35% and 0 hours and 40 minutes for women.
INTERNET
62% of the population connects to the Internet every day.
The average time spent online is 2 hours and 7 minutes per person per day.
Senegal is the most connected country, with daily coverage reaching 79% of the population for an average consumption time of 3 hours and 8 minutes.
67% of men connect to the Internet every day, with an average connection time of 2 hours and 21 minutes per day, while 58% of women connect for an average of 1 hour and 53 minutes.
About the Africascope 2024-2025 study (September 2024 – July 2025)
| Africascope is the benchmark radio and television audience measurement system in Sub-Saharan Africa. The study covers the capitals of eight countries (Senegal, Cameroon, Ivory Coast, Democratic Republic of Congo, Gabon, Mali, Burkina Faso, and Republic of Congo), representing more than 25 million individuals aged 15 and over. The interviews are conducted face-to-face on tablets with a total sample of 11,200 people, representative of the population aged 15 and over in the survey area. |