Digital platforms chip away at traditional media’s share, IPSOS report shows

Kampala, Uganda – A new report has revealed that Uganda’s media landscape is undergoing a significant transformation, with traditional platforms such as radio and television facing increasing competition from digital and on-demand services.

The preliminary results of the 2024 Establishment Survey, released by IPSOS and the National Audience Measurement Survey Technical Research Team (NAMS TRT), show that radio listenership in Uganda has dropped to 70%.

“Radio, which has long been the dominant platform for Ugandans, is now facing a decline. It’s no longer the king of the airwaves,” said Nanzala Mwaura, IPSOS Uganda Country Manager.

Mwaura attributed the decline to the rise of internet-based platforms, particularly music-on-demand services such as YouTube Music, Spotify, and Apple Music.

“People no longer need to wait for a DJ to play their favourite songs,” Mwaura explained. “Music on demand is a game-changer, especially for younger audiences who prefer control over their listening habits.”

The report also noted that younger audiences are moving away from traditional radio and turning to digital media for both music and entertainment.

While radio is facing challenges, television is maintaining a steady audience, although its growth has been stagnant. On-demand video services are also vying for viewers’ time.

Print media is also feeling the effects of digitalization, with newspapers struggling to maintain relevance as more Ugandans turn to digital news sources.

Despite the challenges facing traditional media, the report highlighted that local content still plays a significant role in engaging Ugandans.

“Understanding these demographic differences is crucial for media owners and advertisers,” Mwaura emphasized. “By profiling your audience correctly, you can better tailor your content to suit their consumption habits. The key is to adapt and innovate to stay relevant.”

The survey also noted significant differences in internet usage across different regions, with urban areas showing higher penetration of digital platforms.

The report found that younger people, particularly those aged 15-35, are the main consumers of digital media, while older audiences still rely heavily on traditional media formats like radio and TV.

“Media consumption is no longer simple,” Mwaura noted. “It’s complex, and the key to success lies in understanding how audiences interact with different platforms and finding ways to meet their evolving needs.”

Mwaura also highlighted the core objective of the NAMS TRT, which is to build a media currency that will be used to stabilize the media buying process and maximize the return on investments for advertisers.

For media owners, the data is key to rate card setting, crafting offers for advertisers, and managing programming to attract audiences.