As Africa’s television industry becomes increasingly fragmented across linear TV, streaming platforms and FAST channels, owning content is emerging as one of the most important commercial advantages for broadcasters and content producers seeking sustainable growth.
This is one of the key findings from Broadcast Media Africa’s latest Industry Intelligence Report, From Spots to Streams: How African Broadcasters Are Rebuilding the Business of Television Across Linear, OTT and FAST, which examines the changing economics of television across the continent.
The report argues that content ownership is no longer simply a rights-management issue. It is becoming a strategic business asset that gives broadcasters and producers greater control over how, where and for how long their programming can generate revenue.
With audiences increasingly moving between traditional television, OTT applications, YouTube, FAST channels and other digital platforms, companies that own their intellectual property can distribute the same content across multiple channels without being tied to a single platform. This creates opportunities to extend the commercial life of programming while reaching different audience segments and markets.
The report points to the experience of a West African content company that retains ownership of approximately 70–80% of its catalogue. Its approach demonstrates how locally owned intellectual property can become a long-term revenue-generating asset, particularly when content is designed with a long shelf life.
Drama and other evergreen formats can continue generating value well beyond their initial broadcast window. According to figures shared during the Broadcast Media Africa webinar on which the report is based, a 13-episode drama costing between US$70,000 and US$100,000 to produce could have an effective cost of approximately US$15,000 once its value is amortised over its shelf life, while generating around US$120,000 over time.
This model creates opportunities for African producers to move beyond the traditional economics of producing content for a single broadcast window. A programme can potentially generate additional value through linear broadcasting, SVOD, AVOD, FAST, YouTube, syndication, licensing and international distribution.
The commercial opportunity also extends beyond Africa’s domestic markets. The report highlights localisation, particularly dubbing, as an important mechanism for taking African content into neighbouring markets and the diaspora. By adapting content for different language markets, rights holders can expand their addressable audience while creating additional licensing and distribution opportunities.
This creates a potentially significant opportunity for African media companies to build businesses around intellectual property rather than simply around channels or platforms. Instead of competing primarily for advertising revenue, broadcasters and producers can develop content libraries that continue generating income across multiple distribution windows.
The report further suggests that content ownership can strengthen broadcasters’ position as the media ecosystem becomes more dependent on global streaming and technology platforms. Owning valuable IP gives local operators greater flexibility to negotiate partnerships, license content and determine where their programming appears.
For advertisers, this also creates new opportunities. The report highlights the growing use of brand integration, with advertisers and organisations potentially funding significant portions of productions in exchange for integration into compelling local stories. This represents another layer of monetisation beyond traditional 30-second advertising spots.
However, unlocking the full value of African content will require stronger distribution strategies. The report stresses that ownership alone is not enough. Content must be localised, discoverable and distributed across the platforms and markets where audiences are increasingly consuming media.
The opportunity, therefore, is not simply to produce more African content, but to build stronger businesses around the content that African companies own.
As the television industry continues its transition towards a hybrid environment, content ownership could become one of the continent’s most valuable competitive assets. Broadcasters and producers that secure rights, invest in long-shelf-life programming and develop multi-platform distribution strategies will be better positioned to turn their content libraries into recurring sources of revenue.
The shift from a “spot” economy to a multi-platform revenue economy is already underway. For Africa’s media industry, the next commercial frontier may be less about who controls the screen and more about who owns what appears on it.
To view the brief report, including detailed analysis, data tables, regional trends and strategic recommendations, please check HERE.
To access the full report of the event, please check HERE.
