Zambian consumers are increasingly engaging with video content, with an average engagement rate of 4.8% in 2026. The rise in mobile device usage has driven higher video consumption, with users spending over 12.5 hours monthly watching videos. Marketers are leveraging this trend, achieving broad reach, with 68% of internet users exposed to video ads and a significant share of social media content being video-based.
The growth in video engagement reflects Zambia's expanding digital infrastructure and internet access. Brands investing in video marketing are seeing improved brand awareness and customer interaction, especially through mobile platforms which account for 85% of all video views. Continuous technological advancements and increased content quality are expected to further boost engagement rates in the coming years.