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Rise in expenditure whets post-Covid media appetite

The report however shows a shift towards digital channels with revenues coming from movie streaming, digital advertising, gaming, podcasts, data consumption, and virtual reality among others.

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PwC Logo.PHOTO/Courtesy.

Entertainment, media, and advertising companies in Kenya are set to reap from rising spending even as traditional components of the sector such as television decline, a new report by PriceWater Coopers shows.

In a report titled Altering the Dynamics of Entertainment and Media (E&M) Industry, PWC estimates that Kenya’s potential annual revenues in the industry will be over Sh900 billion by 2025.

This means entertainment and media revenue in Kenya will overtake Nigeria to deliver just below Sh100 billion ahead of South Africa.

“Over the coming five years, growth in E&M revenues will be the norm across all 53 territories we cover. No country’s combined consumer and advertising revenue will rise at less than a 3 percent five-year CAGR to 2025,” the report reads.

In 2020, Kenya experienced a 28 per cent dip in advertising revenues as outdoor advertising fell sharply as companies cut spending during the Covid-19 pandemic.

“This year, not surprisingly, the twin forces induced by COVID-19—economic disruption and powerful shifts in consumer behaviour—challenge our underlying assumptions and frame our insights.

In 2020, the pandemic triggered the sharpest contraction in overall E&M revenues in the history of this research.And it accelerated changes in consumer behaviour to pull forward digital disruption and industry tipping points by several years.

In 2021, those tipping points morphed and coalesced into power shifts that are rapidly reshaping the industry,” says PwC.

The report however shows a shift towards digital channels with revenues coming from movie streaming, digital advertising, gaming, podcasts, data consumption, and virtual reality among others.

The media and entertainment has seen a shift in favour of individual influencers who are now competing against established companies for advertising revenues.

This growth of micro-influencers has allowed advertisers to target influencers in their niche markets helping to lower advertising costs and maximize on their returns.

Powered by high internet and smartphone penetration, Kenya will be a key driver of media industry revenues in Africa. In 2020, consumer spending on E&M fell 5.5 per cent.

But by 2025, PwC estimates that the total is projected to rise to Sh10tn, representing a 3.9 per cent growth from 2021.

“The stagnation of legacy sectors such as newspapers and magazines will be offset by rapid revenue growth from booming areas that cater particularly to younger consumers, such as video games and e-sports,” PWC notes.

That said, traditional TV and home video will continue to account for the largest share of total consumer revenue—even as that segment declines at 1.2 per cent compounded annually through 2025.

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COVID-19

County constructs mega Oxygen manufacturing plant at Nakuru PGH

Governor Lee’s administration is increasing the intensive care unit and staff capabilities to enable the County to deal with medical emergencies, such as the COVID-19 pandemic and others.

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The upcoming Oxygen plant superstructure

Shortage of medical oxygen in Nakuru County will soon be a thing of the past following the construction of an oxygen production plant at the Nakuru Level 5 Teaching and Referral Hospital.

The modern plant will be producing 2,000 litres of oxygen per minute and will have a 660kva standby generator to ensure an uninterruptible power supply in the event of a KPLC blackout.

The construction of the superstructures to house the plant and powerhouse is over 90 per cent done. The standby generator and oxygen production equipment arrived in the country early this month.

During the groundbreaking ceremony in August last year, Mr Hillary Kosgei, the Technical Director at Debra Limited said the dual system will ensure uninterruptible Oxygen supply in the event one unit breaks down.

“When the demand for medical Oxygen is low, one machine can rest and this will enhance durability. One unit can refill 48 oxygen cylinders in 24hrs, which is enough to run a hospital,” he stated.

Once complete, Nakuru will be the second County to have such a high-yielding medical oxygen plant in Kenya. The other is found in Uasin Gishu at the Moi Teaching and Referral Hospital in Eldoret.

The facility will supplement the 1,200 tonnes capacity per minute plant at the hospital, which is jointly run under public-private partnerships by Hewa Tele Limited and Nakuru County.

The construction of the medical oxygen plant is in line with Governor Lee Kinyanjui’s manifesto of improving the state of healthcare services in the region.

Governor Lee’s administration is increasing the intensive care unit and staff capabilities to enable the County to deal with medical emergencies, such as the COVID-19 pandemic and others.

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Government launches COVID-19 booster doses vaccination

In March 2021, the government began vaccination against COVID-19 as an additional mitigation measure against the disease.

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covid-19 vaccine

The Government will from tomorrow roll out COVID-19 booster vaccine doses for those who have completed the primary vaccination series in the last six months.

President Uhuru Kenyatta said the move was aimed at maintaining immunity against the disease, especially with the emergence of highly transmissible variants.

He said healthcare workers, security personnel, teachers, those with co-existing medical conditions and those above 50 years of age will be prioritized.

“I call upon this population to present themselves at the nearest vaccination centre for this crucial shot,” he stated in his New Year State address.

In March 2021, the government began vaccination against COVID-19 as an additional mitigation measure against the disease.

To date, Kenya has received 23 million doses of assorted vaccines and 10 million doses have been administered to Kenyans.

“In the past few months, we have witnessed an increase in vaccination rates; and so far 15 per cent of the adult population is fully vaccinated,” he noted.

He said the country currently has 13 million doses of the vaccines and targets to vaccinate over 30 million Kenyans by the end of December 2022.

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Alarm as COVID-19 positivity rate hits 37.6%

The CS has urged Kenyans to remain cautious and vigilant during the festive season, as the country is still in the midst of a pandemic.

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The Ministry of Health has announced 1,596 new cases of coronavirus from a sample size of 4,242 tested in the last 24 hours.

The country’s positivity rate is at 37.6 per cent.

In a statement on Monday, Health CS Mutahi Kagwe said from the cases 1,454 are Kenyans while 142 are foreigners, and that a total of 879 patients are females and 717 are males.

The youngest patient is an eight-month-old child while the oldest is 91 years.

This brings the total confirmed positive cases to 284,150 and cumulative tests so far conducted are 2,994,912.

The CS has urged Kenyans to remain cautious and vigilant during the festive season, as the country is still amid a pandemic.

“I would like to urge Kenyans, not to engage in mass parties, but if they have to, do it outdoors and observe the Ministry of Health Covid-19 guidelines and protocols,” Kagwe said.

Distribution of cases

Nairobi has 683 cases, Siaya 213, Murang’a 133, Uasin Gishu 75, Kajiado 73, Kakamega 62, Kiambu 55,

Nakuru 53, Migori 48, Kitui 38, Kericho 33, Nyeri 26, Kwale 19, Laikipia 14, Homa Bay 14, Kirinyaga 13, Embu 13, Marsabit 9, Turkana 6, Machakos 5, Meru 5, Kisii 4 and Makueni 2.

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