The digital revolution that has disrupted traditional media has given rise to unprecedented transformations in the information and communication sector in the Democratic Republic of Congo (DRC). In the era of digitalization, the way Congolese consume news has changed profoundly, as evidenced by the results of the recent report published by the market research firm Target SARL.
According to this study entitled “The major trends in media audiences in the DRC in 2024”, radio remains in pole position with an audience of 24%, solidifying its position as the mass media preferred by a large part of the population. Free-to-air television follows closely with 21% of the audience, while the Internet is gaining ground with 19%.
One of the highlights of this study is the rise of pay television, which now reaches 18% of the audience. It is clear that the consumption habits of the Congolese are changing rapidly, and pay television seems to be gaining in appeal to a growing part of the population.
In contrast to this positive dynamic for pay television, there is a worrying trend for the written press, which continues its descent into hell, recording an audience of only 1% in 2024. This constant decline highlights the major challenge facing the print press in a context where digital information has become omnipresent.
Moreover, the report highlights the growing weight of the Internet in the Congolese media landscape. Congolese are spending more and more time online, gradually abandoning television and radio in favor of digital platforms to get information. This transition to digital is disrupting not only media consumption habits, but also the business models of traditional press companies.
Regarding the audience profile, the report reveals interesting disparities. Men seem more likely to listen to the radio, especially in the 18-24 age group, while television attracts more women in the same age group. Pay television, on the other hand, mainly appeals to young men, while the written press remains predominantly read by young men.
Finally, the Target SARL study highlights the importance of geographic location in the media habits of the Congolese. Regional differences in media consumption highlight the cultural and socio-economic diversity of the country, with marked preferences for certain types of media depending on the region.
In short, the evolution of media audiences in the DRC in 2024 offers a fascinating insight into the changes underway in the Congolese media landscapeIncreasing digitalization, demographic changes and regional disparities are shaping new dynamics of information consumption, challenging traditional media to adapt to a constantly changing environment.