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It’s Long Been Suspected That Few People in Africa Actually Consume Chinese Media, Now There’s Research to Prove It

by Eric Olander

Chinese media outlets have been steadily expanding in Africa over the past ten years.  Beijing has spent millions to build new production facilities, hire hundreds of local and international staff, and spent big on content distribution deals across the continent. 

But new research suggests all that investment isn’t paying off in terms of audience engagement, at least in three of Africa’s largest markets in Nigeria, Kenya, and South Africa.

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