As the global media landscape undergoes a seismic shift, prominent African broadcasters and content creators have identified a new “playbook” for the continent, asserting that the industry’s survival depends on a unified hybrid strategy. Industry experts from NBC+ in Namibia, Arewa24 from Nigeria, Akili Network TV from Kenya and WiFlix gathered on 20 January 2026, for the From Spots to Streams: How Broadcasters Can Monetise Across Linear, OTT and FAST Platforms to discuss the evolution of the sector, concluding that the traditional dichotomy between television and digital streaming is over.
Nonku Mkhize, representing the Broadcast Media Africa team, opened the webinar by highlighting that the industry has shifted from traditional slots to whenever a viewer picks up a smartphone or sits down in front of a smart TV. Mkhize emphasised that the goal for modern practitioners must be to move beyond theory and build a practical playbook that bridges the gap between strong linear foundations and digital-first strategies like programmatic advertising and adjustable TV.
The consensus among the leadership is that linear television remains a cornerstone of African media, evolving alongside over-the-top (OTT) and free ad-supported streaming TV (FAST) platforms rather than being replaced by them. Celestine Umeibe, CEO of Arewa24, summarised this vision by stating that the future is “Linear plus OTT plus FAST,” a sentiment echoed by colleagues across the region. This hybrid reality is supported by robust data, with some broadcasters reporting that traditional television and radio advertising still generate over half of their total revenue.
Central to this transition is the strategic ownership of content. Panellists emphasised that while content remains “king,” owning the distribution network—the “queen”—is essential for a sustainable business model. By controlling 100% of their intellectual property, African media houses can distribute high-value programming across multiple channels without the constraints of third-party rights, ensuring every minute of content generates maximum revenue. Furthermore, a focus on localisation, such as high-quality dubbing in vernacular languages like Hausa, has proven more effective than subtitling in capturing unique, loyal audiences.
Despite the growth in digital platforms, the industry faces significant hurdles, particularly regarding data transparency and infrastructure costs. There is an urgent demand for reliable, real-time viewership analytics to build trust with advertisers who are increasingly seeking quantifiable returns on their investments. Additionally, high bandwidth costs continue to limit internet penetration, prompting innovative broadcasters to move away from expensive cloud-based hosting in favour of localised content distribution networks and strategic partnerships with telecommunications companies to bundle data with content.
As the market adapts to Gen Z’s viewing habits, which increasingly favour short-form content and mobile-first experiences, African media leaders are calling for greater internal collaboration. By sharing content and resources across borders, the industry aims to build a self-reliant African media ecosystem that can thrive independently of Western platforms.
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