African media organisations need to move beyond the traditional debate between audience volume and engagement to unlock greater commercial value, according to the latest Broadcast Media Africa (BMA) 2026 Industry Intelligence Report.
Based on the webinar “Audience Volume vs Engagement: What Really Drives Monetisation?“, the report finds that reach and engagement must work together, supported by trusted measurement, audience credibility and easier mechanisms for advertisers to buy media.
While audience volume remains important for delivering scale, engagement provides deeper insight into whether audiences are paying attention and taking action. However, the report identifies measurement as one of the biggest barriers to monetisation, noting that audience claims only become a meaningful media currency when they are independently measured, comparable and trusted.
The report also highlights the growing commercial influence of creators and podcasters, with smaller, highly engaged communities increasingly able to deliver significant value. It calls for audience aggregation, standardised inventory and clearer pricing to make creator and podcast audiences easier for advertisers to buy.
At the same time, African media organisations are encouraged to diversify revenue beyond advertising through events, ticket sales, licensing, subscriptions, merchandise and partnerships.
AI is identified as another opportunity, particularly for smaller media organisations seeking to connect audiences across broadcast, OTT, podcasting and social platforms. However, the report argues that Africa must develop measurement standards that reflect its own media markets and consumption patterns.
The report’s central message is clear: the future of African media monetisation lies in combining reach with meaningful engagement, proving value through trusted measurement, making media easier to buy and developing multiple revenue streams.
BMA identifies five priorities for the next 12 months: a comparable engagement currency, audience aggregation, bundled campaign measurement, growth in non-advertising revenues, and an African-developed media rulebook.
To access the full report, please click HERE.
