Media Intelligence has just published a white paper on media consumption in Cameroon.
This study, the main findings of which we have obtained, is conducted annually and provides valuable insights into media consumption in Cameroon. Unlike other existing audience studies, which generally focus on two or three major cities, this survey covers 25 cities in 10 regions.
Key findings:
The overall penetration rate for TV among those aged 6 and over is 82% (92% in Douala), 65% for social media (84% in Douala), 29% for radio (65% in Adamaoua), and 68% for the internet. Among those aged 15 and over, print media penetration is 14% compared to 9% for online media. Social
media holds the attention of internet users throughout the day, except for the early morning (5 a.m. to 7 a.m.) and early evening (6 p.m. to 9 p.m.) time slots, which are devoted to TV.
Satellite is the most dominant means of access (for just over half of viewers), followed by cable for 37% of viewers.
10% of viewers watch television via the internet and 6% subscribe to video-on-demand (VOD) services.
VOD accounts for 8% of total viewership. The main channels for video on demand (VOD) are: Netflix (90%), Universal+ (35%), Soecom (22%), Paramount (20%), and Apple TV Plus (19%) (multiple subscriptions possible).
Terrestrial reception is becoming obsolete, as only 1% of viewers receive TV via terrestrial transmission.
In terms of spontaneous awareness, 45% of respondents cited Canal 2, which ranks first, followed by CRTV and Equinoxe in second and third place.
Also noteworthy is the growth of Novelas TV and A+, which ranked as the fourth and fifth most-watched channels last month and last week, after the three national channels.
Please note:
This study covers 2,020 individuals living in 25 cities in 10 regions: Douala, Yaoundé, Bafoussam, Maroua, Garoua, Ngaoundéré, Bertoua, Ebolowa, Bamenda, Buéa, Bafia, Mbalmayo, Edéa, Mbanga, Nkongsamba, Souza, Bangangté, Dschang, Foumban, Kekem, Kousseri, Tibati, Ambam, Kribi, Sangmélima;