…Topline Chief Executive Officer, Patson Gasura
Staff Writer
A well-known leading Southern African leading research company, Topline Research Solution, has said Zimbabwe’s media industry is experiencing a profound transformation as audiences increasingly migrate from traditional platforms to digital spaces.
Topline Chief Executive Officer, Patson Gasura said these remarks during a press conference in the capital yesterday, ahead of the Zimbabwe media audience survey which will be launched on the 24th of June 2026.
Mr. Gasura said the Zimbabwe media audience survey is targeting to unpack the current trends in Zimbabwe’s media fraternity.
“The first edition of the Zimbabwe media audience survey is targeting the ages 18 and above, according to the research findings the resurgence of online digital platforms have affected the operations of traditional media platforms such as newspapers and television”.
Gasura added that while newspaper readership will not die, the trend has shifted in relationship to the Zimbabwe media audience survey (ZMAS).
“Newspaper readership in Zimbabwe is here to stay, however people are now reading newspapers through online platforms such as websites and social media platforms such as Facebook, WhatsApp and twitter” added Mr. Gasura
Topline Research Solutions Chief Executive Officer also emphasized that the research findings have got a direct implication on the media stakeholders such advertisers and media houses.
“For advertisers, policymakers and media organizations, the digital shift presents both challenges and opportunities. Media houses and advertisers must adapt strategies to meet audiences online, while media houses are urged to innovate with podcasts, interactive formats, and video content,” said Mr. Gasura.
Media players and experts say the findings underscore the growing influence of digital platforms in shaping public discourse, consumer behavior and business strategy as Zimbabwe continues its digital transformation journey.