Satellite distribution can provide broadcasters with a more affordable and predictable way of reaching wider regional audiences compared with streaming platforms whose costs can rise with audience numbers, Theodore Asampong, CEO of West Africa Platform Services, has said.
Speaking at the Broadcasters Convention – West Africa 2026 in Accra, Mr Asampong said streaming platforms could help broadcasters reach larger audiences, but their cost structure could become less predictable as viewership increased.
He explained that the cost-per-mille (CPM) model means broadcasters pay based on the number of viewers reached.
“If you want to reach a wider audience, you can do that via a streaming platform,” he said, while noting that the cost could increase as the number of viewers grew.
According to Mr Asampong, this made satellite a potentially more affordable option for broadcasters seeking to distribute content across a wider regional audience at a cost that does not increase in the same way with additional viewers.
He said the difference became particularly relevant when a platform attracted a large audience, as the cost of reaching viewers through streaming could rise accordingly.
Mr Asampong also pointed to the African market, referring to a potential audience of 12,000 viewers as an illustration of the scale that could be reached through satellite distribution.
He argued that satellite could provide a cost-effective means of reaching audiences, particularly where people may not have reliable access to streaming services.
The platform also supports a continuous 24-hour, seven-day distribution model, allowing broadcasters to make content available to audiences around the clock.
