Impact of media in the Democratic Republic of Congo (DRC): what are the trends and user preferences?
According to a recent study carried out by the market research firm Target SARL, radio remains the most popular media in the DRC, with an audience of 52% across the entire national territory. However, the internet is constantly growing and now represents 39% of the audience, thus overtaking free-to-air television which is recording a decline with only 23% audience. Furthermore, pay television is experiencing an increase in its impact, reaching more than 23% of the audience.
This change in media consumption habits can be explained in particular by the advent of the Internet and the generalization of access to mobile technology. Indeed, the Congolese population spends more and more time on the internet, in front of television and the radio. This trend is particularly strong among young people, who are the main users of the Internet and cable channels.
The study also highlights the difference in user profiles depending on the media. Thus, radio is more followed by men aged 18 to 24, while free-to-air television attracts more women in the same age group. As for pay television, it is more successful with young men. As for the written press, its audience is mainly limited to men aged 25 to 49.
In terms of geographical distribution, the study shows that television is watched more in the provinces of Grand-Katanga and Kinshasa, while radio is more followed in Grand-Kasaï, Grand-Kivu, Orientale Province and the Great Bandundu. Regarding the internet, the most connected areas are Grand Katanga, Kinshasa and Grand Kivu. Cable channels are very popular in Kongo-Central, while the written press is more widely read in Grand Kivu.
The study also reveals the different media used to access these media. Thus, radio is mainly listened to via telephone, the internet is mainly consulted via mobile phones and computers, and cable channels are watched both on telephones and decoders.
When it comes to the most popular content, political, religious and news shows are the most popular on the radio. On the internet, users prefer messaging and downloading audio and videos. On television, news, politics, sports and theater are the most watched programs, while cable channels attract fans of sports, series and films.
This study highlights the evolution of media in the DRC and the growing preference of users for new media, such as the internet and cable channels. It also highlights differences in practices and preferences depending on the gender, age and geographic location of users. Understanding these trends is essential for players in the media sector to adapt to new requirements and offer relevant and attractive content for their audiences.