600m Africans to watch Russia 2018 on TV ―GeoPoll

Kelechi Iheanacho, Super Eagles player

More than 60 percent of African football enthusiasts will be watching the FIFA World Cup from home in 2018, in a sharp shift in the continent’s football viewing habits, from the traditional community viewing, that has opened a potential home audience of over 600 million, according to a survey by GeoPoll, the leading provider of fast, high quality research from Africa.

GeoPoll has released a report revealing that across Kenya, Nigeria, Ghana, Senegal, South Africa and Tanzania, 70 to 83 per cent of African women plan to watch the World Cup and 86 to 99 per cent of men -with the variation being between different nations.

The highest ‘watch’ will be in Ghana, where 99 per cent of men surveyed say they will be following the tournament.

Altogether, with Africa’s population estimated at 1.26 billion in 2016, this level of engagement by African viewers now opens up one of the largest football audiences in the world.

Moreover, in a trend driven by hurtling Internet penetration, and the rising levels of TV ownership – up 22 per cent since 2014 – Africans have moved into their homes to watch the World Cup, and away from viewing in bars and cafes.

Overall, in its survey of 2400 respondents, GeoPoll found 74 per cent of Ghanaians plan to watch the World Cup from home, 70 per cent of South Africans, 60 per cent of Nigerians, 66% of Senegalese, and 61 per cent of Tanzanians. Only in Kenya, famous for its football bars and clubs, did a more moderate 52 per cent plan to watch from home, with 30 per cent of Kenyan men planning to watch the cup in clubs and restaurants.

However, viewing has become no less social, with most Africans, and especially men, expecting to watch the cup at home with friends.

Altogether, the survey confirms the World Cup’s position as the most watched event by African viewers, in a bonanza that has this year seen broadcasters Econet Media (Kwese), Supersport, SABC, Star Times and CANAL+ awarded the media rights to air the contest across Africa, and national channels now racing for partnerships to offer live coverage.