Doha – urban Moroccans spend an average of 5 hours and 46 minutes a day to consume media, said Kantar’s latest study Africascope Maghreb 2024.
The North African country showed a dynamic trend for the commitment of media, which in its metropolises tensioned on television, internet and radio platforms.
The study, carried out In 12 large metropolises in Morocco, Algeria and Tunisia, shows that the Internet penetration has risen to unprecedented level. 91% of city dwellers in Morocco access the Internet every day – a significant jump of 76% in 2023.
The study shows that Moroccans spend an average of 2 hours and 17 minutes a day on internet activities. Social media dominant Online activities, with Facebook with a daily use of 84%, followed by WhatsApp at 70%and Instagram at 60%.
Despite this digital postponement, television continues to keep the soil, with Moroccan spectators adjusting an average of 2 hours and 57 minutes a day and 82% – the steady spectator rate from 2023.
The study shows that the Moroccan audience mostly prefers national channels, with 72% of the spectators observing at least one Moroccan channel every day.
State property Transmitter 2m leads the national reviews, followed by Al Aoula, while Al Jazeera is classified as the most viewed international news channel. The survey shows a clear upswing in an appetite for sports content, with Arryadia finding fourth place in the ranking of the audience.
The study also shows that 22% of the Moroccan viewers regularly switch on into MBC network channels, while Bein sport is strongly present in the five most important channels.
The radio continues to have a significant position in the media landscape in Morocco, with 43% of the daily population in the urban population showing a modest decline of 46% in 2023.
Moroccan listeners dedicate an average of 32 minutes to radio consumption every day, with Chada FM taking over the lion’s share in front of the medi1 radio and reaching radio.
International news consumption is noticeably high in Morocco. 30%of the spectators regularly pursue international news channels and exceed both Algeria (13%) and Tunisia (27%). This increased the commitment with international news positions Morocco as a key market for global broadcasters in North Africa.
How about the whole Maghreb?
Throughout the Maghreb region, the districts devote 5 hours and 53 minutes to media consumption a day. Health, weather and news are the three best content preferences among the spectators. Comedy programs are particularly popular in Morocco and Tunisia, while health-related content in Algeria dominates.
Women are increasingly attracted to categories of niche content, especially cooking, house improvement and fashion.
Age significantly influences the content preferences: music attracts the spectators under the age of 25, health programs appeal to the age group 25-40, while news content from spectators prevails.
The study, which included a total population of 15.5 million people in the three countries, shows different regional differences in media consumption.
While Morocco leads on the Internet penetration At 91%, Algeria follows 90%and Tunisia in 79%. Overall, the Maghreb region is an average of 88% daily internet users and marks an increase of 8 points compared to 2023.
Television retains its position as a dominant medium throughout the Maghreb, with 86% of the population voting on average 2 hours and 52 minutes a day. The radio audience shows remarkable regional differences, with Tunisia 54%, followed by Morocco with 43%and algeria at 16%.
Research shows that commitment to social media in the region remains particularly strong. 91% of the population have retained at least one social media account.
In addition to social networks, the weekly digital activities include video sharing (43%), download content (39%) and online music streaming (36%).
In the evening, peak times in the region appear throughout the region, with Morocco reaching its highest audience at 10:00 p.m.
The study also shows that television remains the trustworthy medium for important news events. 67% of those surveyed consider it the most reliable source for reporting on local and international news.
The study carried out between November and December 2024 used personal tablet interviews with 3,980 people aged 15 years in the most important cities in the three countries.
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