Ethiopian Digital Media Information Ecosystem Assessment

"Ethiopia remains to be one of the least connected countries in the world. However, digital media continues to play a crucial role in the socioeconomic and political life of digital media audiences."

This report, published by Internews, shares the findings of a comprehensive assessment of the digital media landscape in Ethiopia. The study was designed to gain a better understanding of how information is produced and consumed in the digital sphere. It also sought to identify challenges and opportunities within the digital media landscape and to provide clarity and analysis on the main news and information providers, the type of content they produce, ownership types, and business models.

As Internews explains,"Though Ethiopia remains one of the least connected countries globally, digital media plays a crucial role in the lives of the country's online audiences. Digital media has flourished recently as many users rely on it to consume news and information. However, it has faced criticism for exacerbating political polarization, inciting conflicts through misinformation and disinformation, and spreading hate speech." Due to the fact that little is known about the nature of the burgeoning digital media audience and the key online information providers, this research sought to address this gap.

The study consisted of two parts: (i) an analysis of digital media audiences and (ii) an analysis of digital content creators. The analysis of the digital media audience involved a survey and qualitative research approaches. The survey involved 429 respondents from three areas (Addis Ababa, Adama, and Gondar); three additional focus group discussions (FGDs) were also conducted. For the analysis of digital media outlets or content creators, the research relied on observations, interviews, and FGDs. A total of 18 key informant interviews and two FGDs were conducted with digital media content creators in Addis Ababa, both in-person and online. The study was conducted between March and June, 2023.

The analysis of digital media audiences explored various aspects of digital media use in Ethiopia, including: the nature of digital media users, social media use, time spent on digital media, frequency of usage, motivations for using social media, and audience preferences for content formats and digital media platforms. It also assessed trust in digital media, information disorder, techniques used to identify dis/misinformation, and online media literacy education. The survey also explored recent developments in telecom services, including tariff reduction, Wi-Fi accessibility, and expenditure on internet services.

The study on digital content creators categorised them into three distinct groups: legacy media digital outlets, internet-native outlets, and influencers. It analysed their platform presence, audience profiles, content production practices, engagement levels, and institutional and business models. It also examined the diversity of platforms used, reach, audience demographics, understanding, media formats, content preferences, content volume, sources of information, engagement strategies, and various aspects of the institutional and business infrastructure.

The findings show that digital media outlets in Ethiopia cater to a diverse audience in terms of demographics, interests, and platform preferences, primarily focusing on urban areas and individuals with internet access. The audience predominantly comprises younger individuals, focusing on youths and young adults aged 18-34, with platforms also reaching out to audiences aged 25-49. Male audiences tend to dominate across platforms, except for specific cases like a TikTok influencer who attracts more female followers.

The most common formats used are text, video, and images, often through content recycling and repurposing. Facebook, Telegram, and YouTube are the most commonly used platforms, followed by TikTok and Instagram, while Twitter is the least preferred platform. Ethiopian users spend 2 to 4 hours daily on digital media, mainly accessed through smartphones. When exploring the reasons for audience preference, the study discovered that the selected media outlets were valued for their ability to produce quality entertainment, provide current and up-to-date information, offer reliable and balanced reporting, and deliver educational value. On the other hand, content creators emphasised the coverage of politics, business, and social issues as major categories in Ethiopian digital outlets, indicating significant audience interest in these topics. News updates, interviews, and op-ed articles were found to be prevalent content types across platforms.

 

In terms of audiences' perceptions of digital media platforms and the assessment of media outlets themselves, the study found that Telegram, followed by websites and YouTube, are the most trusted platforms among the audiences in Ethiopia. Interestingly, Facebook, despite being the most preferred platform, ranked fourth in terms of trust levels. According to the report, this finding highlights the importance of trust and reliability in disseminating news and information.

In addition, the study found that online misinformation, disinformation, and mal-information are rampant in the audiences' daily usage of digital media. As stated in the report, this finding indicates that digital media users in Ethiopia are exposed to significant fake news in their digital content consumption. Furthermore, the study highlighted the limited opportunities for digital media users to enhance their media literacy skills in online platforms, suggesting a lack of education in discerning accurate information. In relation to this, the content outlets interviewed for the study reported that most digital outlets do not have dedicated fact-checkers or journalists trained in fact-checking and verification. Thus, according to the report, there is a potential gap in ensuring accuracy and combating disinformation, further reinforcing the audiences' exposure to harmful falsehoods.

The study identified generating revenue as a key challenge for digital media outlets. Limited advertising opportunities, financial constraints, and the absence of regular sponsorships or donations require outlets to develop sustainable business models with multiple revenue streams. Many outlets rely on monetisation efforts on platforms like YouTube and Facebook, generating income through advertisements, subscriptions, and merchandising. However, the prevalence of revenue sources and platforms may vary among different digital media institutions.

The report concludes with a list of recommendations for media organisations, government media regulatory institutions, and media development organisations that can contribute to the growth and development of a robust and inclusive digital media landscape in Ethiopia. For example, it recommends that media organisations enhance digital literacy and fact-checking skills, diversify revenue streams, utilise digital storytelling tools, and access training programmes. It suggests that government institutions streamline administrative procedures and provide incentives for digital innovation. Media development organisations are encouraged to offer capacity-building programmes, support media viability interventions, collaborate on media literacy initiatives and fact-checking platforms, advocate for media education in formal curricula, and provide technical and financial assistance for innovative projects.