Survey Shows Kenyans Consume Video Contents For Over Six Hours Daily
In its ViewScape Africa study, the research company found out that majority of Kenyans are using the Internet to watch videos in which they spend over six hours and 30 minutes consuming online contents on a daily basis.
The survey was conducted with1,250 respondents who represented Kenyan adults with Internet access. The result shows that one in four people downloaded pirated content from the Internet while 94 percent consume some digital videos on YouTube. According to the survey, users between the ages of 16 and 24 spend seven hours and 41 minutes consuming video contents on over-the-top (OTT) platforms.
The consumption of SVoD in the East African country started with the entry of the likes of Showmax, ViuSasa and Netflix into the Kenyan media market.
GfK East & West Africa Consultant Josiah Kimanzi said: “The bulk of SVoD users subscribe to pay-TV as well. Therefore, speculations about SVoD services taking over the market share from the existing subscription TV platforms is not happening anytime soon."
The GfK is considered a research organisation in the world and is known to be a trusted source of relevant market and consumer information that enables its clients (companies) to make smarter decisions. Headquartered in Nuremberg, Germany, GfK offers global insights that are relevant to local market intelligence in over 100 countries across the world.