By 2026, Ethiopia's short-form video landscape has expanded significantly, with over 12 million users actively engaging with platforms like TikTok and Instagram Reels. The average user now consumes about 45 minutes daily, reflecting the widespread adoption of mobile devices and increased internet penetration. Marketers are allocating around USD 150 million annually, capitalizing on the high engagement rates and growing digital literacy.
This surge in short-form video usage presents vast opportunities for brands to connect with Ethiopian consumers. As local content creators flourish, businesses are leveraging targeted campaigns to enhance brand awareness and drive sales. The increasing engagement and investment indicate a robust digital marketing environment poised for further growth in Ethiopia's vibrant economy.