Expanded copyright protection, increased consumer interaction through gaming and better content are among the predictions for media in Africa in 2015, according to market researcher IDC, Memeburn reports.
New forms of music distribution put African artists at a disadvantage. South Africa, Nigeria and Kenya have copyright collection agencies, but not many other African countries do. As African content finds its way into new markets, governments will come under increased pressure from their local music industry to protect local talent from copyright infringements, IDC predicts, according to Memeburn.
The Broadcast Satellite Anti-Piracy Coalition was established in 2014 to address increased movie piracy worldwide. According to DigitalTVEurope, members include Arabsat, du, Eutelsat, Gulfsat, JMC, MBC Group, Motion Picture Association of America, Nilesat, Noorsat, OSN, STN and Viewsat. The coalition shut down some broadcasters airing content illegally, Memeburn reports. This trend will continue, Memeburn reports.
The world’s most active gamers are in Africa and the Middle East, IDC reports.
Marketing departments typically use gaming as a business strategy to apply game design techniques to non-game contexts, Memeburn reports.
For example South African’s Money for Jam (M4JAM) pays people to do tasks using their phones for companies in exchange for money. Although it’s about jobs, it has been referred to as gamification because it’s seen as a form of game playing in return being rewarded for interacting with a service or brand.
This type of consumer interaction is still experiencing low uptake, but IDC predicts it will increase in 2015, Memeburn reports.
As broadband technology improves in Africa, consumers will have more choices and get spoiled in 2015, IDC predicts. Keeping them focused on local content will mean a challenge and competition to create the best content.
Distribution and content will remain important, but more consumers will be drawn the media that are more accessible, IDC predicts.
Consumption patterns are changing and millennials are will drive the change, IDC predicts.
People born between the 1980s and 2000s don’t want to pay for media subscriptions, Memburn reports.
Instead IDC anticipates growth in mobile video streaming and a rush to find new models of media advertising, content delivery and access.
Although Netflix hasn’t said if it’s interested in expanding into Africa, the IDC expects that the video-on-demand subscription service is “well on its way to global dominance,” Memeburn reports.
Check out more IDC’s predictions for media and broadcasting in 2015.
