According to Kantar’s Africascope Maghreb 2024 study, urban Moroccans spend an average of 5 hours and 46 minutes per day consuming media across various platforms, including television, internet, and radio. The study, which covered 12 major metropolitan areas in Morocco, Algeria, and Tunisia, highlights significant trends in media engagement.
The research reveals that internet penetration in Morocco has reached new heights, with 91% of urban residents accessing the internet daily, a sharp increase from 76% in 2023. On average, Moroccans spend 2 hours and 17 minutes daily online, with social media leading internet usage. Facebook is the most widely used platform, with 84% of users accessing it daily, followed by WhatsApp (70%) and Instagram (60%).
Despite the growth in digital media consumption, television remains a dominant medium in Morocco, with viewers averaging 2 hours and 57 minutes of daily watch time, and 82% of urban residents tuning in—maintaining the same viewership rate as in 2023. The study underscores the shifting media landscape in Morocco, driven by digital adoption and social media engagement.
