At first glance, the media industry appears to be thriving. Audiences are larger, content consumption is at an all-time high, and digital platforms have made news and entertainment more...
At first glance, the media industry appears to be thriving. Audiences are larger, content consumption is at an all-time high, and digital platforms have made news and entertainment more accessible than ever before.
In markets across Africa, including Tanzania, millions of people engage with media daily scrolling, watching, listening, and sharing. By traditional logic, this growth in audience should translate into stronger revenues.
But it hasn’t.
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