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Congratulations to the Egyptian national team on a convincing 3–1 victory against Benin after extra time on January 5!
Beyond the final scoreline, TV audience data reveals a particularly eclectic and fragmented viewing landscape in Egypt — both before and during the match.
A highly diversified viewing day
Across all national and international channels, daytime viewing showed no clear dominant broadcaster.
Instead, audience attention was distributed across several channels, with four broadcasters each exceeding 4% audience share: SK1, Rotana Cinema, 5 Kids et MBC Masr.
This diversity reflects a strong engagement with entertainment and thematic content outside match hours, even on a national team matchday.
National channels: drama leads the day
Focusing on national channels only, viewing was largely driven by drama and entertainment formats:
- Al Hayat Musalsalat – 7.95%
- DMC Drama – 6.51%
- OnTime Sports – 6.19%
These figures confirm the enduring weight of serialized content in shaping daily TV habits in Egypt, even when football is on the agenda.
Match-time audience shift
As kickoff approached, viewing behaviour changed noticeably:
SK1 moved into the leading position during the match, reaching a peak of 20.45% audience share among all channels.
Among national channels, however, leadership remained shared rather than concentrated:
Al Hayat Musalsalat, DMC Drama, and OnTime Sports continued to divide audience attention throughout the match, with no single channel clearly dominating.
What this tells us
The Egypt–Benin match illustrates a distinct AFCON audience pattern:
- A fragmented and diversified pre-match landscape
- Strong daytime consumption of entertainment and drama
- A match-time audience spike without a single dominant national broadcaster
These dynamics show that audience behaviour during AFCON can vary significantly depending on programming context, competition, and viewer habits — offering valuable insights for broadcasters and content strategists.
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