As Congolese media adapts to new digital trends, 2024 is set to be a year of significant innovation. Organised by the Franco-Congolese Chamber of International Commerce (CCIFC), the event gathered communications managers, marketing professionals, influential decision-makers from the media sector, and advertisers, all eager to explore the future of media in the DRC. Against this dynamic backdrop, Target Sarl proudly presented the media habits of the Congolese population on Thursday, October 17, 2024, during the 8th edition of its annual media study. The presentation provided valuable insights into consumer preferences and highlighted the challenges faced by industry stakeholders.



In a rapidly changing world, media consumption has experienced a notable transformation. Radio has decreased by 6% over the last two surveys, now reaching 46% of the audience in 2024. Meanwhile, Internet usage has surged to 45% of the audience, elevating it from third to second place in terms of popularity, with a remarkable growth of 12%. Non-pay TV (non-pay DTT) has been declining since 2017, underscoring the Congolese shift toward digital platforms for media consumption.



The print media press continues to rank last, attracting an audience of just under 1%. This is likely due to many traditional readers opting for digital information sources, which offer greater accessibility and faster dissemination of news. It’s also important to recognise that media usage varies significantly between provinces and cities. Therefore, considering these different segments is crucial when selecting the most effective media for a specific sector.

What the media will look like in the next 5 years

Respondents indicate that the Internet is expected to remain the most popular medium, with a projected adoption rate of 63% over the next five years, especially among men aged 18 to 49. The dynamic nature of this medium, along with its easy accessibility, will significantly contribute to its ongoing growth. Conversely, 61% of radio listeners express optimism about their future consumption, believing that radio will continue to thrive due to its ability to provide live programming, engaging debates, and a sense of community. This optimism may stem from radio’s enduring role as a source of real-time information and entertainment, especially in a country where electricity access remains a significant challenge.



The shift to digital is expected to redefine how Congolese audiences consume information further. While the Internet will solidify its position with a young, connected demographic, it must also adapt to cater to an older, broader audience. Media organisations will need to tailor their content to meet diverse audience expectations, leveraging interactive digital formats. Additionally, regulatory changes and technological advancements will be crucial in reshaping the media landscape.

After the presentation, a panel discussion and a Q&A session allowed participants to delve deeper into the topics raised, fostering a valuable dialogue among all attendees. The feedback from guests was overwhelmingly positive, emphasising the significance of such exchanges for the future of media in Congo.

Media usage can differ significantly between provinces and cities. Therefore, it's crucial to take into account the various segments before selecting the most suitable media for a specific sector.

The study is available upon request by contacting the following address: info@target-sarl.cd. We also invite you to check our dashboard to access other research reports.