Broadcast Media Africa (BMA) conducted an industry survey on the monetisation of Broadcast Content via advertising within the African landscape.
The survey provides valuable insights into the evolving dynamics of revenue generation strategies for players and practitioners in this space.
According to the survey, advertising-supported models continue to dominate revenue generation strategies across the broadcast ecosystem. A remarkable 71% of respondents revealed they utilise sponsored content and branded partnerships, while 64% employ a combination of direct advertising sales and programmatic advertising, demonstrating a balanced approach between traditional and automated, data-driven advertising methods.
This trend reflects an industry that is actively blending legacy techniques with modern digital tools to diversify income streams and stay competitive in an increasingly crowded marketplace.
The study further indicates that 78% of media consumers engage with content across both traditional and digital platforms, underscoring the continuing relevance of linear TV and radio, particularly when coupled with digital channels. The findings suggest that adopting a multi-platform distribution strategy is essential for broadcasters aiming to retain and expand their audiences.
One of the survey’s standout observations is the persistent challenge regarding consumers’ low willingness to pay for content. Approximately 71% of industry respondents noted that audiences favour free or low-cost content options. In addition, 43% cited the high costs of acquiring new viewers as a key barrier to monetisation success.
Regarding revenue returns, the survey found that 86% of respondents view direct ad placements as the highest return on investment (ROI) generators. 79% also identified branded content and sponsorships as reliable revenue streams. In contrast, 43% reported that programmatic advertising delivers only moderate ROI, often hindered by ad saturation and suboptimal audience targeting. Notably, performance-based advertising models, such as cost-per-click or cost-per-action, were ranked least impactful by the industry.
Despite widespread awareness of the potential benefits of Artificial Intelligence (AI) and data analytics, 65% of respondents indicated they are not actively using AI tools in their content monetisation strategies. Furthermore, 43% of those who have adopted AI reported minimal noticeable impact. This suggests a clear gap between AI’s theoretical benefits and real-world application within Africa’s broadcast sector, often due to budgetary limits, technical know-how, and infrastructural hurdles.
The 2025 Marketplace Survey provides an essential guide for industry players looking to enhance their monetisation strategies. It emphasises the importance of a diversified approach, combining traditional and modern advertising models, leveraging digital tools, and forging strong partnerships while acknowledging the persistent challenges of consumer behaviour, technology adoption, and market competition.
To view the survey’s overview, please click on the link here.
