Doha – Urban Moroccans spend an average of 5 hours and 46 minutes daily consuming media, according to Kantar’s latest Africascope Maghreb 2024 study.
The North African country exhibited a dynamic media engagement trend spanning television, internet, and radio platforms across its metropolitan hubs.
The study, conducted across 12 major metropolitan areas in Morocco, Algeria, and Tunisia, reveals that internet penetration has soared to unprecedented levels, with 91% of Morocco’s urban residents accessing the internet daily – a substantial leap from 76% in 2023.
The study reveals that Moroccans spend an average of 2 hours and 17 minutes daily on internet activities. Social media dominates online activity, with Facebook leading at 84% daily usage, followed by WhatsApp at 70%, and Instagram at 60%.
Despite this digital shift, television continues to hold its ground, with Moroccan viewers averaging 2 hours and 57 minutes of daily watch time and 82% tuning in – matching 2023’s steady viewership rate.
The study shows that Moroccan audiences overwhelmingly prefer national channels, with 72% of viewers watching at least one Moroccan channel daily.
State-owned broadcaster 2M leads the national ratings, followed by Al Aoula, while Al Jazeera ranks as the most-watched international news channel. The survey shows a clear upswing in the appetite for sports content, with Arryadia securing fourth place in the viewership rankings.
The study also indicates that 22% of Moroccan viewers regularly tune into MBC network channels, while BeIN Sport maintains a strong presence in the top five most-watched channels.
Radio continues to hold a substantial position in Morocco’s media landscape, with 43% of the urban population listening daily, showing a modest decline from 46% in 2023.
Moroccan listeners dedicate an average of 32 minutes daily to radio consumption, with Chada FM taking the lion’s share, ahead of Medi1 Radio and Hit Radio.
International news consumption stands noticeably high in Morocco, with 30% of viewers regularly watching international news channels, surpassing both Algeria (13%) and Tunisia (27%). This heightened engagement with international news positions Morocco as a key market for global broadcasters in North Africa.
How about the whole Maghreb?
Across the Maghreb region, urbanites dedicate 5 hours and 53 minutes daily to media consumption. Health, weather, and news emerge as the top three content preferences among viewers. Comedy programs are particularly popular in Morocco and Tunisia, while health-related content dominates in Algeria.
Women are increasingly drawn to niche content categories, particularly cooking, home improvement, and fashion.
Age significantly influences content preferences: music attracts viewers under 25, health programs appeal most to the 25-40 age group, while news content predominates among viewers over 40.
The study, which covered a total population of 15.5 million people across the three countries, shows distinct regional variations in media consumption.
While Morocco leads in internet penetration at 91%, Algeria follows closely at 90%, and Tunisia at 79%. Overall, the Maghreb region averages 88% daily internet users, marking an 8-point increase from 2023.
Television maintains its position as a dominant medium across the Maghreb, with 86% of the population tuning in daily for an average of 2 hours and 52 minutes. Radio listenership demonstrates notable regional disparities, with Tunisia leading at 54%, followed by Morocco at 43%, and Algeria at 16%.
The research reveals that social media engagement remains particularly strong across the region, with 91% of the population maintaining at least one social media account.
Beyond social networking, weekly digital activities include video sharing (43%), content downloading (39%), and online music streaming (36%).
Peak viewing times across the region occur in the evening, with Morocco reaching its highest audience levels at 22:00.
The study also highlights that television remains the most trusted medium for major news events, with 67% of respondents considering it the most reliable source for both local and international news coverage.
The study, conducted between November and December 2024, employed face-to-face tablet interviews with 3,980 individuals aged 15 and above across major metropolitan areas in the three countries.
Read also: 43% of Young Moroccans Spend 3-5 Hours Daily on Social Media, Study Reveals
