African broadcasters are embracing a new era of television where success will depend not on choosing between traditional broadcasting and digital streaming, but on combining both into a single, sustainable business model. This is the key finding of 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 how media organisations across the continent are reshaping television monetisation.
Developed from insights shared by leading executives representing public broadcasters, commercial television networks, content producers and pan-African streaming platforms, the report reveals that African broadcasters are increasingly moving away from relying solely on traditional advertising revenue. Instead, they are building diversified business models that combine linear television, OTT services and FAST channels while creating multiple revenue streams from the same content.
According to the report, linear television hasn’t lost its place in African markets, even as digital media continues to expand. Instead of streaming pushing it out, traditional TV is adapting and growing alongside it, helping broadcasters meet audiences wherever they choose to watch.
According to the report, the industry’s greatest competitive advantage lies in content ownership. Broadcasters and content creators that retain ownership of their intellectual property are better positioned to monetise programming across multiple platforms, extending the commercial value of content through syndication, subscription services, advertising, brand partnerships and free ad-supported streaming channels.
Commenting on the report’s findings, Benjamin Pius, CEO of Broadcast Media Africa, said the African broadcasting industry is undergoing one of its most significant commercial transformations in decades.
“The debate between traditional broadcasting and streaming no longer defines the industry’s future. What is emerging instead is a hybrid ecosystem where broadcasters that own their content, diversify their revenue streams and distribute programming across multiple platforms will be best positioned for long-term growth. This report demonstrates that African broadcasters are adapting their business models to meet changing audience behaviours while creating new opportunities for sustainable monetisation.”
Another big challenge the report points to is audience measurement. While digital platforms give advertisers detailed, reliable data, many broadcasters are still relying on old systems that don’t make a strong case for their audience’s real value. The report argues that without trusted, cross-platform measurement standards, it’ll be hard to unlock the advertising investment the continent needs going forward.
An important finding is the growing importance of collaboration across the media ecosystem. Broadcasters, content owners, telecommunications operators and technology providers are increasingly working together to expand content distribution, improve affordability and develop innovative commercial partnerships. The report suggests that stronger regional collaboration could also accelerate the development of African-owned digital platforms capable of showcasing and monetising local content at scale.
Challenges like high mobile data costs and fragmented measurement systems remain. Still, the report’s takeaway is a positive one: African broadcasters are entering a new phase of growth built on flexibility, innovation and diversified monetisation. Rather than replacing traditional TV, digital platforms are simply becoming another channel within a broader distribution strategy.
Ultimately, the report finds that the future of African television belongs to broadcasters that can successfully integrate linear television, OTT services and FAST channels while investing in original content, strengthening audience measurement and creating sustainable revenue models that maximise the value of every piece of content they produce.
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.
