Africa is set to become the pivot of Christianity in the next five decades. It is home to the world’s largest Christian community boasting 700 million faithful hearts.
According to the Pew Research Centre, this number will cross 1 billion in 2050, marking a 112% surge from 517 million in 2010. By 2060, countries on the continent will account for six of the top ten countries globally with the highest number of Christians.

On 13th October, Dominion TV hosted an audience of Ghanaian advertising agencies and market influencers to present their findings, “The 700 Million Christian Market” at Ecobank Head Office in Accra, Ghana with keynote speaker Dr. Juliete Ehimuan, Africa’s iconic digital technology guru and former inaugural Director of Google West Africa.

Dr. Loretta Sarpong of EcoBank and Papa Ako-Addo of DSTV made welcome remarks. The event witnessed the launch of Dominion TV’s bloc of children’s programming called “Proudly Me TV,” aimed at cultivating Godly values, development and self-worth in children of African descent was announced as well as a feature film”A Taste of Sin” produced by the network,featuring an all-star Ghanaian and Nigerian cast, including Jackie Appiah, James Gardiner and Majid Michel.

Dominion TV was founded by Archbishop Nicholas Duncan-Williams in 2014. Transitioning from a Ghanaian ministry media network to a Pan-African commercial Christian media house in 2017 with an investment from The Whitaker Group.

Going beyond traditional Christian programming, Dominion TV’s diversified content features films, sports, fashion, food, entertainment, documentaries, finances, health to promote “inspired and empowered living. Christians in Africa are more than a religious bloc, they represent a diverse base of largely young men, women, and children who collectively form the continent’s largest affinity group.

How much really is known about their market potential?

“Data-driven insights have been sparse, this is why we undertook a qualitative and anecdotal study to learn about this expanding demographic”, said Rosa Whitaker, Dominion TV’s President and Vice Chair. Understanding the attributes of the Christian consumer market will help a range of service providers tailor offerings that better serve them. However, understanding the market is only a first step — successfully accessing it requires a platform.

“We’ve been diligently expanding our presence within the Christian audience, driven by our longstanding engagement, consumer surveys, and viewership patterns. This is a huge market that has been hidden in plain sight and we are demystifying it,” said Tracy Malone, Dominion TV’s General Manager. Dominion TV can be accessed around the clock in 48 African countries on DSTV (Channel 352), GOtv (Channel 213), and digitally.

Keep watching Dominion TV on Dstv CH 352 and GOtv CH 167 for more inspiring and empowering content. You can also follow the station’s social media handle @mydominiontv on all social platforms.