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Kenyans spend six hours a day watching online videos

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A smartphone. FILE PHOTO | NMG

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Summary

  • Research firm GFK says in its ViewScape Africa study that 97 per cent of Kenyan adults with Internet access are using some form of online service, with nearly two-thirds paying to view digital online content.
  • The study—which surveyed 1,250 people representative of Kenyan adults with Internet access shows that one in four downloaded pirated content from the Internet and 94 per cent watch some digital video on YouTube.

A majority of Kenyans are using the Internet to watch videos, spending more than six-and-a-half hours daily consuming online content.

Research firm GFK says in its ViewScape Africa study that 97 per cent of Kenyan adults with Internet access are using some form of online service, with nearly two-thirds paying to view digital online content.

“Kenyans spend around six hours and 37 minutes a day consuming video content, with more than half that time (52 per cent) spent watching free video,” said the GfK report dubbed ViewScape.

The study—which surveyed 1,250 people representative of Kenyan adults with Internet access shows that one in four downloaded pirated content from the Internet and 94 per cent watch some digital video on YouTube. In the subscription video on demand (SVoD), users aged between 16 and 24 spend a whopping seven hours and 41 minutes a day viewing video.

The consumption of SVoD has been spurred by the services including Showmax, Netflix and ViuSasa.

“The majority of SVoD users subscribe to pay TV as well, so we are not yet seeing SVoD services take market share from the incumbents,” says GfK East & West Africa consultant Josiah Kimanzi.