Artificial Intelligence and Over-the-Top Streaming Adoption and Their Effects on Audience Engagement, Revenue Generation and Operational Efficiency in the Zimbabwean Broadcasting Sector

In the modern world, the way people watch television is changing. Instead of waiting for a scheduled program on a specific channel, many now choose what to watch, when to watch it, and on which device, using internet-based services. This shift is driven by two main forces. One is the use of smart computer programs that can learn from what people like to watch and suggest new content, a field known as artificial intelligence. The other is the move toward streaming services that deliver video directly over the internet, bypassing traditional cable or satellite boxes. These changes are not just about convenience; they are reshaping how media companies reach their viewers, make money, and run their daily operations. For countries still building their digital foundations, understanding how these tools work is crucial. It determines whether local stories can find an audience and whether the businesses telling those stories can survive in a rapidly evolving landscape.

Researchers at the Harare Institute of Technology in Zimbabwe set out to understand exactly how these technologies are affecting the country's broadcasting sector. They focused on three specific areas: how well broadcasters connect with their viewers, how effectively they generate income, and how smoothly they can manage their work. To get a clear picture, the team did not rely on theory alone. They spoke directly to about one hundred people working in the industry, including television executives, content creators, and government regulators. They asked these professionals to fill out detailed surveys and then held in-depth interviews to hear their experiences and challenges. The goal was to move beyond general assumptions and see what was actually happening on the ground in Zimbabwe.

The study found that the adoption of these new technologies is happening, but it is uneven. A clear divide has emerged between different types of media organizations. Smaller, digital-native companies—those that were born on the internet and have always operated online—are using artificial intelligence and streaming tools much more aggressively. These groups are using smart systems to analyze what their audience wants, to automatically tag and organize their video libraries, and to deliver content directly to phones and computers. In contrast, traditional broadcasters, such as long-established public television stations, are moving much more slowly. They are often held back by older infrastructure, a lack of specialized skills among their staff, and bureaucratic hurdles that make it difficult to try new things. The researchers noted that this pattern fits a well-known idea about how new inventions spread: some groups embrace them quickly, while others take much longer to catch up.

When it comes to connecting with people, the results were encouraging. The study showed that using these digital tools does help broadcasters reach more viewers and keep them interested. By using systems that recommend videos based on what a person has watched before, broadcasters can offer a more personal experience. The ability to stream content on demand means people can watch whenever they want, and features like live comments and social media integration allow viewers to talk back and participate. This has been particularly helpful for reaching Zimbabweans living in other countries, who can now access local content easily from abroad. However, the researchers also found that this potential is limited by the reality on the ground. High costs for mobile data, frequent power outages, and slow internet connections in rural areas mean that many people still cannot access these services. The technology works well for those who have the means to use it, but it does not yet solve the problem of reaching everyone.

The picture is more complicated when looking at how these tools help broadcasters make money. While the technology offers new ways to sell advertising and charge for subscriptions, the study found that the financial returns are currently only moderate. Broadcasters recognize that targeting ads more precisely and offering subscription services are good ideas, but they are struggling to turn these ideas into real income. The local market for digital advertising is still very small, and the country's economic instability makes it hard for people to spend money on new services. Furthermore, many local broadcasters rely heavily on foreign-owned platforms to distribute their content. This dependence means they often do not own their audience data and get only a small share of the advertising revenue. The researchers concluded that while the tools exist to make money, the local economic environment is not yet ready to support them fully.

On the side of running the business, the impact of artificial intelligence has been more direct and positive. The study found that these tools are helping broadcasters work more efficiently. By automating repetitive tasks like editing video, organizing files, and scheduling programs, staff can focus on more creative work. The systems also help managers make better decisions by providing clear data on what is working and what is not. This leads to faster production times and lower costs. Yet, even here, the benefits are not felt equally across the entire sector. Organizations that have invested in training their staff and upgrading their equipment are seeing the most improvement. Those that lack the necessary skills or funding are finding it difficult to implement these systems, leaving a gap in performance between the leaders and the laggards.

Ultimately, the research suggests that Zimbabwe's broadcasting sector is in a transitional phase. The technology is there, and it is proving its worth in specific areas, particularly in how it helps organizations work smarter and connect with audiences. However, the full potential of these tools is being held back by structural issues. The study recommends that for the sector to truly thrive, broadcasters need to move from experimenting with small projects to building comprehensive strategies. This includes investing in better internet infrastructure, training workers in digital skills, and creating local business models that do not rely entirely on foreign platforms. Without these steps, the gap between those who can use the new tools and those who cannot will continue to grow, leaving a significant portion of the country's media landscape behind.