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Exploring YouTube in Ethiopia: Key Influencers and Strategies for Monetization

Exploring YouTube in Ethiopia: Key Influencers and Strategies for Monetization

In Ethiopia, an increasing number of Techpreneurs and businesses are utilizing YouTube as a means to generate revenue and promote their products and services. YouTube has become a significant source of income for musicians, filmmakers, activists, television broadcasters, radio stations, advocates, and entertainers, offering substantial monetary rewards in foreign currency. As a result, YouTube's popularity is rapidly growing in Ethiopia.

YouTube has emerged as a lifeline for individuals with exceptional talents but limited opportunities to showcase them. By leveraging YouTube, they have transformed their passions into profitable enterprises. This platform has revolutionized the media landscape, effectively challenging traditional forms of media.

The influence of YouTube has had an unforeseen impact on conventional media such as television, film, and literature. Many young people feel disconnected from television shows due to the lack of interaction between performers and viewers. Capitalizing on this gap, numerous "YouTubers" have seized the opportunity to host talk shows, broadcast movies, deliver news content, and create other tailored material for their target audiences.

For aspiring YouTube channel creators, building an audience and consistently promoting their videos is crucial to meet the minimum payment threshold of USD 100. The surge in mobile ownership and internet usage over the past decade has facilitated the rise of digital media as a viable source of income.

In the last ten years alone, the number of mobile data and internet users in Ethiopia has more than doubled, reaching 22.3 million by the end of the previous year. The ownership of smartphones has also seen a significant increase, now accounting for approximately 6% of the population. According to Hootsuite's Digital Report, there are 6.1 million active social media users in Ethiopia, which is twice the population of Qatar.

Overall, YouTube's impact in Ethiopia has been transformative, empowering individuals to monetize their talents and challenging traditional media paradigms. With the expanding reach of mobile technology and internet connectivity, the potential for digital media growth in the country is immense.




Internet Usage and YouTube in Ethiopia: Stats and Monetization Strategies

In January 2021, Ethiopia boasted a total of 23.96 million internet users, indicating a growth of 2.8 million users (+13%) between 2020 and 2021. This translates to an internet penetration rate of 20.6% in the country.

With regards to social media, Ethiopia recorded 6.70 million users in January 2021, marking an increase of 500 thousand users (+8.1%) from the previous year. These social media users accounted for 5.8% of Ethiopia's total population.

While the number of social media users in Ethiopia has experienced a 37% annual growth, YouTube users have witnessed a significant surge over the past few years, constituting 5% of all internet traffic in the region. This growth can be attributed not only to the expanding internet user base but also to the rising interest in Ethiopian affairs among Ethiopian-born expatriates and global viewers.

Notably, over 40% of the traffic for renowned YouTube channels originates from users in the United States, while approximately 5% comes from Canada, Saudi Arabia, and Germany. Although the number of internet users in Ethiopia continues to rise, with the reduction of internet tariffs by the government playing a role, it is essential to acknowledge that more than 85% of the traffic originates from outside the country.

Due to the relatively low local traffic, Ethiopian YouTubers constitute only a small portion of the overall earnings generated by YouTube channels. Consequently, YouTube channel managers must cater to the needs of their predominantly international viewer base.

When it comes to monetization, YouTube pays YouTubers based on the engagement of their viewers with advertisements (Ads). The level of involvement is determined by actions such as clicking on ads or viewing them for more than 30 seconds. The revenue generated depends on whether viewers skip or watch the ads before proceeding to the main video. The content of the ad and its relevance to the viewer's interests can influence their engagement.

Marketers often employ the Cost per Click (CPC) or Cost per View (CPV) models to distribute advertising, with YouTube granting developers a 55% share of ad sales. The actual earnings may vary depending on factors such as video content, audience demographics, and the demand for advertisements.


While the exact advertisement prices are not disclosed by channel owners, it is widely assumed to range between one and two dollars per 1,000 views. In addition to ad revenue, many YouTubers also engage in sponsored content or collaborations in exchange for a share of the profits.

However, Ethiopian YouTubers tend to follow a slightly different pattern. While they prioritize YouTube Video ads, sponsored content also holds significance for them. Ethiopian YouTubers make use of various YouTube advertising formats, including TrueView, pre-roll, and bumpers, to maximize their monetization opportunities.

In summary, Ethiopia's internet usage is steadily growing, providing a platform for Ethiopian YouTubers to expand their reach. Monetization strategies on YouTube involve optimizing ad engagement and exploring sponsored content opportunities. As the digital landscape evolves, Ethiopian YouTubers can leverage these strategies to generate income and build a sustainable presence on the platform.



Different Types of YouTube Ads and Limitations in Ethiopia

TrueView video ads are divided into two categories: in-stream and in-display. The in-stream ads appear as sponsored suggested videos above playlists in the top right sidebar, while the in-display ads also appear as sponsored suggested videos above playlists. These ads can be of any duration, and viewers have the option to continue watching or skip the ad using a five-second "skip advertisement" button.

On the other hand, pre-roll ads are non-skippable and pay per click. While some YouTubers have allowed 30-second pre-roll videos in the past, it is now recommended to keep them between 15 and 20 seconds. Bumper ads, on the other hand, are limited to six seconds and are also non-skippable. They are pay-per-view, similar to TrueView ads.


According to digital advertisers, TrueView video ads are best suited for branding and video views, while pre-roll ads are effective for promotional strategies such as record sales, ticketing, or new clothing. However, the lack of electronic payment options in Ethiopia poses challenges for utilizing such advertising to promote products and services.

The absence of electronic payment options not only affects YouTubers but also hampers those who wish to promote their products online. Those with access to a Mastercard in Ethiopia are required to pay at the black-market exchange rate, resulting in double the expenses for electronic payment card fees.

Furthermore, the YouTube Partner Program, which allows content creators to monetize their channels directly, does not include Ethiopia. Ethiopian YouTubers are unable to directly monetize their channels through this program. The program was designed to bypass foreign regulations, navigate diverse tax and payment regulations in specific countries, and exclude countries considered to be fraud hotspots. Currently, the program is available in 98 countries worldwide, including 13 in Africa such as Kenya, Tanzania, Nigeria, Egypt, and South Africa. Eligible countries can receive funds through wire transfer, along with other electronic payment options.

In summary, the types of YouTube ads available in Ethiopia are limited, with TrueView and pre-roll ads being the main options. However, the lack of electronic payment options and the exclusion of Ethiopia from the YouTube Partner Program pose challenges for Ethiopian YouTubers in monetizing their channels directly.

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