A Market Opportunity
Across Africa, some 40 million households already pay for television.
Within that base, GA's customers are easy to find: they are the households that already pay to receive CNN, the BBC and Al Jazeera. On DStv, the continent's leading platform, all three channels are distributed to around five million households.
By the operator's own measure, that represents an audience of some 25 million people. And they are the most valuable subscribers on the continent: a premium DStv household outside South Africa pays an average of 22USD/month (5USD/month in the mass market).
An Existing Audience
The African elite. GA targets policymakers, business leaders, entrepreneurs and professionals, in Africa and in the diaspora, along with the global actors who work with the continent.
The GA viewer is an African decision-maker who needs to know what developments in Brussels, Washington, Beijing or the Gulf mean for their markets, their policies and their partnerships. GA journalists assume sophistication. GA never explains Africa to them, and never simplifies the world. It offers them a dedicated perspective so they no longer have to settle for seeing global events through a foreign lens.
No Incumbent
Every international news channel has made a deliberate choice of priority audience.
The BBC built its world services around Britain and the Commonwealth, CNN International the US, Al Jazeera the Gulf and the Global South. None was designed to serve Africans. Their editorial treatment is geared at informing foreign audiences about Africa, with often generic results, adding little value to African viewers.
GA aims to complete the established framework, by offering a tailored editorial perspective to an identified audience, and sit alongside legacy international players.