According to the Africascope Maghreb 2024 study by Kantar, Moroccans spend an average of 5 hours and 53 minutes per day consuming media—a figure that has remained stable compared to the previous year. The internet has now become the most frequently accessed medium on a daily basis, with 91% of the population going online each day—an increase of 8 percentage points from 2023. Social media dominates online activity, with Facebook (84%), WhatsApp (70%), and Instagram (60%) leading the way. Despite the rise of digital media, television continues to play a central role in the Moroccan media landscape. It is watched daily by 86% of the population, with an average viewing time of 2 hours and 52 minutes per day. The most popular channels are 2M, Al Aoula, and Arryadia, ahead of various Gulf-based channels. Television is also considered the most reliable source of information during major events, both locally and internationally, by 67% of Moroccans. Radio, although experiencing a slight decline, remains an important medium, with 43% of Moroccans listening daily and an average listening time of 29 minutes per day. The most popular stations include Chada FM, Medi1 Radio, and Hit Radio. The study also reveals that 21% of the population uses paid video-on-demand services, with Netflix being the most cited platform. Moroccans are primarily interested in health, weather, and news, with a strong preference for comedy programming. These findings provide a clear picture of media habits in Morocco, highlighting the growing prominence of digital media alongside the continued relevance of traditional platforms.
