Article by Glen Tomlinson

Overall television viewership is witnessing a decline globally while sports television viewership, including African football, continues to significantly increase. This trend is driven by the unique appeal of live sports. Sport provides an emotional and tangible anchor in a world where people need to connect and feel part of something bigger than the vacuous reality shows and celebrity hyped programming that pervades our screens. Sport gives people an opportunity to connect with other people and to share the thrill of an unscripted and unpredictable outcome.  Let’s face it, when was the last time you went down to the pub to meet friends to watch Love Island or invited friends and colleagues to your home to share the latest episode of Strictly Come Dancing?

Large-scale events like the UEFA Champions League and the NFL Super Bowl consistently draw massive global audiences. As an example the Champions League final in 2020 attracted an average viewership of 185 million people worldwide, and the Super Bowl drew over 100 million viewers annually ​(World Metrics). Similarly, the Tour de France and the Ryder Cup have seen viewerships of approximately 800 million and over 600 million respectively​(World Metrics). Talk about mass engagement.

For various reasons, African football has seen a massive increase in viewership on the continent and outside of it. The 2024 Africa Cup of Nations (AFCON) shattered previous viewership records, reaching a total of 2.2 billion viewers worldwide. Surprisingly this even surpasses the viewership of the Super Bowl in the United States, which averaged 123.4 million viewers ​(BusinessDay). The tournament also saw significant increases in digital engagement and expanded its reach into new global markets, including Brazil, India, Italy, and Russia, through various streaming platforms​(BusinessDay) Streaming services are undoubtably accountable for this phenomenal growth.

Key matches, like the semi-final between Nigeria and South Africa, attracted 10.3 million unique viewers on platforms like SuperSport and SABC​(SuperSport)​(African Insider). This dramatic increase in viewership illustrates the growing influence and commercial potential of African football locally and internationally.

This healthy interest in sports is also bolstering the financial figures associated with sports broadcasting rights. The NFL, for example, generates $4.52 billion from broadcasting rights alone. The English Premier League earned  $3.83 billion through broadcast rights ​(Come To Play).

The growth and resilience of sports viewership can be attributed to several social, psychological and physical factors:

1. Live Element: Sports are typically watched live, which is a significant draw for viewers who want to experience the action as it happens, making it less susceptible to the shifts towards on-demand consumption that affect other television content.
2. Reality Grounding: People are tired of sensational, unbelievable program content where fame is favoured over substance. Sport provides a visceral, believable reality with a defined outcome.
3. Fan Engagement: Sport has a unique ability to evoke strong loyalty and emotions from its supporters. This emotional investment elicits strong emotions which heighten the vicarious sense of participation and involvement and increase the fans’ connection.
4. Social Connectivity: Sports often bring people together, creating a sense of community and belonging. This social aspect is a significant part of the appeal; fans enjoy sharing the experience with others. It could be at the stadium, at a viewing party, or even more increasingly, in online forums. This community allows individuals to feel part of a larger group that share a common interest.
5. Escapism: Africans understand difficulty and hardship better than most. Sport offers a temporary diversion, allowing viewers to immerse themselves in the game and forget about personal or social pressures. This escapism is a powerful draw, particularly in times of economic or social stress.
6. Personal Identity & Nostalgia: Which team one follows often boils down to who one’s family and friends follow. Being linked to the game determines a connection that is part of family or cultural traditions, reinforcing the social ties and seamless continuity between past and present.
7. Advertisers & Sponsors: The role of advertisers and sponsors has been critical for the growth of viewership, particularly when it comes to African football. The sheer advertiser spend fuels every aspect of the game. Money for better production, distribution, game coverage and audience engagement strategies. In addition, advertisers are paying for the massive media machine that promotes the tournaments and games to audiences.
8. Technological Innovations: Advances in broadcasting and online streaming technologies have made sport more accessible. Innovations in viewing experiences, such as multi-angle replays and enhanced interactivity, have also kept sports broadcasts engaging for viewers.

The surge in African football viewership underscores a global shift towards sports as a source of genuine connection and engagement. Against a backdrop of declining traditional television viewership, live sport continues to attract and grow audiences. It offers an unmatched experience – real, unscripted, and emotionally engaging entertainment. This trend, driven by both technological advancements and human need for social engagement, positions African football as a major player in the global sporting arena, with its commercial potential only set to continually shine. The future of sports broadcasting, especially in Africa, has never looked more radiant.