The media play a central role in African society, offering increasingly diverse means of content distribution through television, the Internet, social media, radio, and SVOD platforms.
To fully grasp these developments, it is crucial to analyze, understand, and monitor them over time. Conducting studies is therefore essential to quantify and provide factual information on societal phenomena in order to understand and explain these developments.
This edition of our newsletter, which summarizes the findings of several recent studies, allows us to deepen our knowledge and understanding of the world and how it is changing.
For example, thanks to data collected by the OMEDIA institute, we learn how Senegalese advertisers used television in 2023 and what lessons can be learned from this for Senegalese brands and advertisers in other countries.
We also examine, thanks to the white paper published by MEDIA INTELLIGENCE, the media situation in Cameroon, focusing on the entire country and not just the major cities.
The DIGITAL TV RESEARCH study provides insight into the future of SVOD platforms at a crucial moment in their evolution, and thanks to FIELDPRO RESEARCH, we discover how audiences were distributed among the various channels in Ivory Coast during the 2023 Africa Cup of Nations.
Studies enable us to better analyze and understand consumer trends and practices. They help us understand the mechanisms that shape the production, distribution, and reception of content. There are still few such studies in French-speaking sub-Saharan Africa, but all recent initiatives point the way forward.