Covid-19 has created a shift in media consumption among Nigerians – experts

By Abimbola Mohammed

The rising popularity in digital media, mobile phones, innovation and technology in Nigeria over the past decade has a major impact on the way Nigerians consume and access media on a daily basis.

The shift to digital has become a boon to industry players, as it has significantly broadened the rate at which people now consume media, culminating in huge revenue growth for advertisers in Nigeria.

Confirming these changes in the lifestyle and pattern in which Nigerians consume media, practitioners in the media sub-sector explained the shift and progress recorded since the pandemic in separate interviews with MARKETING EDGE.

Austin Efienamokwu, CEO, Ubiquity Media Holding, said media formerly used to sit by and watch things happen, but has now moved from TV set to on-the-go.

His words: “Media used to be one TV household phenomenon where everybody sat at home and watched TV, now there is an acceleration of the digital economy occasioned by Covid-19 pandemic. The fact that mobile penetration is growing and cost of data is gradually coming down; broadband services are increasing in the market, providing opportunity to see media beyond just TV.

“So, platforms like mobile phones and streaming apps created options for people to access contents during the lockdown. Music streaming platforms have grown because of the pandemic – Netflix, Boomplay, Spotify, Audiomarks and Apple music have all grown in terms of their audience base because people need content and they go for where they can get it.”

Furthermore, he said: “If you bring it down to TV, TV reality shows like BBN provides an additional viewing opportunity for consumers. People saw those reality TV shows beyond just watching it on DTH or terrestrial TV, they are now able to see it on the go on platforms like Showmax and where they could really appreciate the content. Those are the kinds of dynamics that COVID-19 accelerated.”

Similarly, Jude Odia, Managing Director of StarCom Media Perspectives, said digital has helped change consumption of media, adding that people now have multiplicity of channels available.

Hear him: “Obviously, the rate at which people consume online, video, streaming, even paid TV has significantly increased. The quest for reality shows which I call niche content has increased. We now have multiplicity of channels, people are now the media; they can wake up and start broadcasting. So the trend is shifting and it is going to increase onto mobile, onto content, onto influencer marketing. So, mobile keeps increasing.

“What is fueling mobile is content and as we get more and more internet penetration across Nigeria and have tariffs go down with improved connectivity improves, we will assume quantum leap in the digital space.”

In the same vein, Ada Adheke, Managing Director, Peacock Media, said: “Convenience has taken priority, hence the boost in online purchase and online media consumption ratings.

“Virtual work lifestyle from home has also increased TV viewership ratings. Hygiene and healthy living, enhanced by COVID-19 experience has led to slight drop in Radio and a significant drop in OOH. Many are still observing COVID-19 guidelines.”

On his part, Tayo Johnson, Group Head, Creative Services, SO&U, said: “Absolutely, there has been a significant shift in media consumption pattern; digital disruption affects the media landscape generally, be it outdoor, print, tv and radio. For instance, static OOH ads are speedily being replaced with digital outdoor, which gives more options of moving graphics, effects and changing media.

COVID-19 pandemic might have come as a pandemic, but it also came as an opportunity for marketing practitioners to re-imagine media consumption from different perspectives.


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