Beijing’s Media Investment in Africa: Why Local Content Still Wins

Beijing’s substantial investment in African media outlets has not translated into comparable viewership, with audiences continuing to favor established international broadcasters, according to reports emerging Monday.

China has spent nearly two decades building a media presence across the African continent, establishing broadcasters, newswires, and print publications. Despite this extensive financial commitment, viewers demonstrate a strong preference for alternatives like the BBC and CNN, Bloomberg News reported earlier today.

The investment extends to television, radio, and internet infrastructure, reflecting a broader Chinese strategy to increase its influence in Africa. China is a major creditor to African nations, including Zambia, and a key purchaser of the continent’s commodities, a relationship that predates the media expansion, according to a January report from Bloomberg. This economic engagement has been coupled with efforts to promote the internationalization of the Chinese yuan.

While the scale of China’s investment is significant, its impact on shaping public opinion remains limited. A recent analysis from September 2025 noted that Beijing is making inroads in Africa through a combination of investment and soft power, but the preference for Western media persists. The Bloomberg report indicates that the Chinese media empire has yet to achieve comparable reach or influence.

The Chinese government has not yet responded to the reports regarding viewership figures. Further investment in African media is expected, with no immediate indication of a shift in strategy.