As digital transformation reshapes the African media landscape, industry leaders have declared that the future of broadcasting lies in a unified hybrid model. During a high-level webinar hosted by Broadcast Media Africa (BMA) on 20 January 2026, titled “From Spots to Streams: How Broadcasters Can Monetise Across Linear, OTT and FAST Platforms,” experts outlined how broadcasters can thrive by integrating traditional linear television with Over-the-Top (OTT) and Free Ad-Supported Streaming TV (FAST) platforms.
The session opened with the observation that while the traditional 30-second advertising spot was once the industry’s backbone, “prime time” is now defined by viewers’ device choices. However, panellists reached a consensus that linear television is not dying but is evolving into a foundational layer for digital-first strategies. Jeff Schon, CEO of Akili Network TV, highlighted that linear TV remains a massive reach vehicle in Kenya, where penetration has grown to 74%. He emphasised that the industry remains rooted in the “content business,” aiming to maximise audience reach across the most accessible platforms.
Successful case studies were shared to illustrate this transition. Nico Mwiya of the Namibian Broadcasting Corporation detailed a diverse revenue mix where traditional advertising still accounts for 54% of income, while the free OTT app, NBC+, generates 5% through in-app advertising. Chidi C. Umeibe, CEO of Arewa24, emphasised that owning 100% of intellectual property is the most critical factor for sustainable revenue, allowing content to be repurposed across linear, OTT, and YouTube. Bright Yeboah of Wi-Flix added that his service reached nearly 4 million users by adopting a mobile-first approach and partnering with telecom companies for billing.
The panel concluded that the future of African media is a hybrid “Linear plus OTT plus FAST” model. This vision requires greater cross-border resource sharing and collaboration to build a self-sustaining African media infrastructure independent of Western platforms.
To access the full webinar session, click here.
