Media & Advertising

Egyptian media caters to a population of nearly 90m individuals, more than 60m of which are over the age of 15. However, given high rates of illiteracy and wealth disparity, industry players must adapt to a diverse audience. The industry is able to extend far beyond the country’s borders to tap into a broader base of more than 300m readers, viewers and listeners across the Arabic-speaking world with its books, magazines, films, radio and television programmes. Egypt’s advertising sector benefits from strong, long-term fundamentals, although the political turbulence of the past three years has been challenging. However, with a new presidential administration in place and greater stability in the economic environment, the sector could see a rebound in the coming months as firms begin to increase spending once again.