In 2026, Zambia's video marketing landscape has seen a notable increase in thumbnail CTR, now averaging 4.8%. This uptick reflects improved content quality and targeted advertising strategies. With digital ad spend reaching USD 45 million, brands are heavily investing in video content to capture consumer attention amidst rising mobile viewership, which accounts for 78% of all video consumption.
Zambian consumers spend approximately 3.5 hours daily engaging with video content, indicating high user engagement. Social media remains a dominant platform for video marketing, with engagement rates at 12.3%. These trends highlight the growing importance of video in Zambia's digital marketing ecosystem, driven by increased mobile access and digital literacy.