2023 Uganda Media Landscape Report-January-July|Reelanalytics

In recent times, significant developments in Uganda have shaped the industry reflecting a blend of political influence, digital transformations and the emergence of new media players.

Notably, the government's efforts to revive the Uganda Broadcasting Corporation (UBC) through a directive that mandates state-owned agencies to advertise exclusively with UBC have raised questions about the future of ad revenues for private media houses.

Concurrently, the entertainment sphere has witnessed a shift with the emergence of NRG Radio, causing the migration of well-known hosts like Prime Assimwe from established stations. Technological advancements, particularly the growing adoption of Fiber to the Home Internet among the middle class, are driving shifts in internet consumption habits, even as mobile internet remains prevalent.

Additionally, the influential role of social media in shaping political discourse and government responses is exemplified by recent trends like the #EntebbeAirportExploitations and #KampalaPotholeExhibition, orchestrated in large part by the celebrated cartoonist Jim Spire Ssentongo.

These highlights underscore the vibrant nature of Uganda's media landscape, offering a compelling narrative of its evolution and influence.

Traditional Media Remains A Vital Touchpoint

A notable trend has been the steady growth in advertising spend over the past 3 years. Television, radio, and print media continue to play a crucial role in effective audience reach. 

Budget Cuts And It's Impact

Budget cuts from prominent advertisers such as Coca-Cola and key stakeholders in the health sector have contributed significantly to a 26% drop in advertising expenditure. This has prompted advertisers to reevaluate their strategies and adapt to the changing landscape.

The Rise of Digital Trends

Amid budget cuts, the media industry in Uganda transforming. Notably, big influencers in the YouTube and TikTok space, such as Uncle Mo and Jose Chakala, also known as "LandLord," have been chosen as brand ambassadors by major advertisers like Airtel, KFC, and Housing Finance Bank. This shift toward digital platforms underscores the growing importance of online engagement. 

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