The Importance of Radio in the Democratic Republic of Congo (DRC)
According to a recent survey by the market research firm Target SARL, radio remains the media that has the most impact in the Democratic Republic of Congo (DRC), with a total audience of 52% across the entire territory. national. This figure places radio at the top of the most popular media in the country, ahead of the Internet (39%) and free-to-air television which is experiencing a decline with only 23% audience.
On the other hand, pay television is experiencing an increase in its impact with more than 23% audience. At the same time, the written press continues to lose audiences every year, with only 2% in 2023.
This study, entitled “Media audiences in the DRC” and presented by Serge Mumbu, General Director of Target, also reveals differences in profiles between the different media. Radio is followed more by men aged 18 to 24, while television attracts a predominantly female audience (52%) in the same age group. As for pay television, it is more popular among young men.
The geographic distribution of listeners also varies depending on the media. Television attracts the largest share of listeners in Greater Katanga and Kinshasa, with 25% of the total audience. The radio is more followed in Grand-Kasaï, Grand-Kivu, Orientale Province and Grand Bandundu. On the Internet, there is a strong presence of users in Grand Katanga, Kinshasa and Grand Kivu. Finally, the written press tends to be read more in Grand Kivu.
In terms of the media used to follow these media, the telephone is the primary means of listening for radio, while the Internet is primarily accessed through cell phones and computers. Cable channels are also watched on both phones and set-top boxes.
In terms of content preferred by listeners, news programs, political and religious programs are the most followed on the radio. On the Internet, messaging and downloading audio and videos are particularly popular. On free-to-air television, news, politics, sport and drama are the most popular programs. Finally, cable channels are mainly watched for sports, series and films.
This study also highlights certain challenges facing the Congolese media. The decline in radio and television audiences is partly attributed to a lack of funding, which affects the quality of content and the regularity of broadcasts. In addition, the presence of false information and unreliable sources impacts the credibility of local media.
Faced with these challenges, it is necessary for the Congolese media to position themselves and return to basics. Better management of financial resources, improvement in the quality of content and regularity in broadcasts are avenues to explore to win back audiences and strengthen the impact of the media in the DRC.
In conclusion, despite the emergence of the Internet and the growing popularity of pay television, radio remains the most influential media in the Democratic Republic of Congo. However, to remain competitive and attract listeners, Congolese media will have to adapt to technological developments, while preserving the quality and relevance of their content.