As audiences continue to consume content across television, radio, streaming platforms, podcasts and social media, media leaders say the industry’s future success will depend not simply on audience size, but on how deeply audiences engage with content.
This was the central message from the panel discussion, “Audience Volume vs Engagement: What Really Drives Monetisation?”, moderated by Matt Angus Hammond, CEO and Co-founder of Soundbird Research Technology. The discussion featured John Murunga, Regional Director, East Africa, at GeoPoll; Abdul Mathee, Founder of MMS Africa; Jon Savage, Founder of Africa Podcast Network; and Dan Aceda, CEO of SemaBox.
The panellists explored how changing media consumption habits are exposing the limitations of traditional audience measurement models. While reach continues to be an important metric for advertisers, they agreed that it no longer provides a complete picture of audience value in an increasingly fragmented media landscape.
Podcasting came up as one of the clearest examples of this shift. Jon Savage pointed out that podcasts tend to draw smaller but more loyal audiences, ones who spend more time engaged and build stronger connections with creators. Yet despite this, podcasting remains under-monetised, largely because many advertisers still prioritise scale over genuine engagement.
John Murunga argued that the industry must rethink how success is measured by placing consumers at the centre of audience analytics. Beyond simple audience numbers, there are metrics to consider such as time spent, audience loyalty, trust, and campaign outcomes to better reflect the true value of media consumption.
Artificial intelligence also emerged as an important enabler of future monetisation strategies. Abdul Mathee explained that AI is helping media companies connect audience insights across multiple platforms, including linear broadcasting, OTT services, podcasts and social media, creating a more holistic understanding of consumer behaviour. This integrated approach, he said, enables advertisers to build campaigns that combine reach with meaningful engagement.
The discussion also examined how advertising strategies are evolving. Dan Aceda observed that brands are increasingly moving away from broad mass-market campaigns and instead partnering with niche creators and micro-influencers who have built trusted relationships with specific communities. These highly engaged audiences often deliver stronger commercial outcomes than larger but less connected audiences.
Another point raised by panellists was the role collaboration will play in driving future growth. They pointed to aggregation models, where smaller broadcasters and podcasters combine their audiences, making it easier for advertisers to run campaigns at scale while giving independent creators better access to advertising revenue.
Although significant challenges remain around standardising engagement measurement, the panel expressed confidence that Africa is uniquely positioned to lead innovation in media monetisation. By embracing new technologies, developing locally relevant measurement frameworks and strengthening industry collaboration, the continent has an opportunity to build more effective and sustainable media business models.
The session concluded with all participants in agreement to continue working together to create pragmatic solutions that better measure audience engagement and unlock new revenue opportunities across Africa’s rapidly evolving media landscape.
For readers interested in exploring the key insights from the discussion, please click HERE.
