A recent survey conducted by Broadcast Media Africa, as part of the Broadcast Advertising – Audience Measurement & Monetisation Marketplace Survey 2025, highlights key trends shaping the industry among African broadcasters and media organisations. These trends encompass revenue models, content monetisation, audience behaviour, and advertising strategies.
The data revealed that Advertising remains the leading revenue source (39%), but organisations are increasingly diversifying through hybrid (10%), sponsorship-driven (17%), and subscription-based (12%) models. Despite this, challenges persist, with declining ad revenue, limited consumer willingness to pay, and high audience acquisition costs.
To address these pressures, organisations are prioritising investment in new content formats (30%), expanding digital advertising (22%), and leveraging audience data and analytics (22%). Audiences show mixed consumption habits, with 50% engaging across both linear and digital platforms, while free, ad-supported content remains the preferred model.
Advertising strategies are evolving, with direct ad placements (33%) and sponsorships/branded content (27%) delivering the strongest ROI. AI is beginning to enhance targeting, and 76% of organisations report using data-driven strategies; however, fragmented measurement and the need for standardised audience currencies remain significant challenges.
The survey underscores an industry in transition—balancing traditional and digital approaches, innovating content and monetisation strategies, and relying on data to navigate an increasingly competitive landscape.
To view the survey report, please click here.
