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There is a strong case for KSS’s assertion that it can be considered Ghana’s biggest media channel today, particularly if “biggest” is measured by attention, influence and where advertising money is moving. Ghana now has 26.3 million internet users, about 75% of the population, while YouTube alone has an estimated advertising reach of 8.6 million Ghanaians.
The money is increasingly following the audience. Digital is estimated to account for about 37% of Ghana’s advertising spend, as brands put more into creators, social content and performance media. Interestingly, traditional TV and radio stations themselves now compete aggressively for YouTube views, TikTok trends and Instagram engagement. globally, Difigal has overtaking traditional.
Agencies are responding too, investing more in studios, creators and content capabilities alongside traditional assets like billboards. TV, radio and OOH remain powerful, but their monopoly on mass influence is fading. Media power today is increasingly about who owns attention and on that basis, KSS’s claim deserves serious consideration and I am certain in the next 3-5 years, it will be even be an easier convo!
@thenanaaba Stop liking the opportunity and be the opportunity.
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