In today’s rapidly evolving digital landscape, audience engagement has become the lifeblood of sustainable media operations. Across Africa, broadcasters, publishers, and content creators increasingly use new tools and innovative techniques to deepen their connection with audiences, maximise reach, and unlock new revenue opportunities.
The state of play reveals both promise and challenge.
On one hand, Africa’s youthful and digitally active population is consuming content across multiple platforms — from linear television and radio to mobile streaming and social media. On the other hand, the continent faces persistent hurdles such as uneven internet connectivity, high data costs, limited access to advanced analytics, and gaps in digital literacy that slow down transformation.
Media players embrace fresh strategies that blend technology with local creativity to overcome these challenges. Data-driven insights and audience measurement tools are being leveraged to better understand viewing and listening habits. Interactive platforms, short-form video, podcasting, and community-focused digital content are vital for engagement. Meanwhile, advancements in Artificial Intelligence (AI), programmatic advertising, and personalisation technologies are helping organisations to tailor their offerings, increase relevance, and build trust with their audiences.
However, ensuring inclusivity and accessibility remains key. As African audiences become more fragmented across digital platforms, broadcasters and publishers must balance innovation with affordability to deliver content that resonates with diverse urban and rural communities.
Against this backdrop, the Audiences and Advertising Summit – Africa 2025 will be convened on 16–17 September 2025 at The Venue Green Park, Johannesburg, South Africa. Organised by Broadcast Media Africa (BMA), the summit will bring together senior executives from broadcasting, publishing, advertising, media buying, technology, and regulatory sectors to discuss practical solutions for building stronger audience connections in the digital-first era.
With keynote presentations, panel discussions, and case studies, the summit will spotlight innovative strategies, showcase success stories, and offer actionable insights on how African media organisations can harness tools and techniques to drive successful audience engagement and deliver long-term value.
