Produced by SquirrelPR, the report, which was officially unveiled at an event in Lagos, analyses digital news media performance across 13 African countries, offering fresh insight into audience behaviour, platform growth, and the evolving nature of influence across the continent.

The countries covered by the reports include: Nigeria, Ghana, Kenya, South Africa, Egypt, Rwanda, Tanzania, and Ethiopia. Others include, DR Congo, Senegal, Tunisia, Cote d'Ivoire, and Morocco. 

Delivering the keynote address at the launch, Keni Akintoye, CEO and Lead Strategist at KT Communication, described the moment as a structural shift in how media performance is defined.

"Influence has not declined, but has evolved," he said. "People are still consuming content, but increasingly without arriving at the source. In that reality, traffic is no longer a complete measure of relevance. Trust is."

He noted that discovery now happens through AI-generated summaries, aggregated feeds, and algorithmic systems, where visibility does not necessarily translate to influence. As a result, media platforms are transitioning from destinations to sources of authority within a wider information ecosystem.

"The most important question is no longer how many people visited, but who is trusted enough to be referenced and relied upon," he added.

These insights were reinforced during a panel session titled Winning the Digital Attention War, where industry leaders agreed that the traditional model of chasing page views is under pressure from social media, creators, and artificial intelligence.

Múyiwa Mátuluko, Chief Executive Officer of Techpoint Africa, said media organisations must prioritise depth and relevance over scale.

"We're taking the conversation away from traffic," he said, noting that specialised platforms targeting defined audiences are gaining stronger engagement and long-term value.

Rasheed Bolarinwa, Head of Brand Marketing and Communications at Polaris Bank, said brands are increasingly shifting focus from impressions to outcomes.

"It's about conversion, trust, and influence," he said, adding that marketing budgets are now directed toward platforms with stronger audience credibility.

From the newsroom perspective, Olufemi Ajasa, Online Editor of Vanguard, emphasised that credibility and quality journalism remain central to relevance, even as audience behaviour evolves.

Damilola Bright-Ukwenga, a communications professional, highlighted the growing role of creators and micro-influencers, noting that trust is increasingly built within smaller, more engaged communities.

Artificial intelligence emerged as a defining theme, with speakers agreeing that while AI is reducing referral traffic, it is also reinforcing the importance of credible sources within the information chain.

Panellists also cautioned against overdependence on global platforms, urging African media organisations to build direct audience relationships through newsletters, communities, and proprietary channels.

The RANKED 2026 Report underscores a broader industry transition, from content distribution to influence design, where performance is defined not just by reach, but by the ability to shape conversations, build trust, and remain relevant in a fragmented digital environment.

The full report can be downloaded HERE.