Market Focus: Senegal
The market at a glance
Senegal’s mobile ecosystem includes Orange, Yas, Expresso, Hayo and Promobile, with the market overseen by the Autorité de Régulation des Télécommunications et des Postes (ARTP).
The regulator’s latest publications show continued development across mobile and internet services, accompanied by a focus on competition, infrastructure, service quality and customer care.
This creates opportunities for CSPs and aggregators looking to introduce relevant digital services. It also increases the importance of understanding what is being promoted, how consumers encounter those services and whether customer journeys meet the expected standards.
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This report is powered by MCP TRENDS – our market intelligence platform built specifically for content service providers.
What MCP is seeing
MCP Scanner monitored advertising and digital service activity associated with Senegal between May and July 2026.
Across the activity observed during this period:
- Games represented the largest service category, accounting for 39% of the observed category mix.
- E-learning, video and music each represented a significant share of the activity observed.
- Most of the observed billing journeys used an MSISDN and PIN flow.
- Overall, 78.3% of the assessed activity was recorded as compliant.
- Compliance differed considerably by traffic source: 78.4% of assessed Google traffic was recorded as compliant, compared with 68.5% of assessed non-Google traffic.
These findings provide an evidence-led view of the advertising, services and customer journeys visible within MCP’s monitored traffic during the reporting period.
Why this matters
The range of gaming, video, music and e-learning services observed points to an active digital content environment. However, identifying demand is only part of the opportunity.
CSPs also need to understand how services are being positioned, which customer journeys are commonly used and what standards they will need to meet when entering or expanding within the market.
Independent market evidence can help aggregators understand the services already visible, identify potential gaps and support informed conversations with operators and content partners.
It can also highlight where traffic sources or customer journeys may require closer attention.
Growth in digital services needs to be accompanied by effective oversight of promotions, subscription journeys and customer care.
An independent view can help an operator understand what consumers are seeing across the wider acquisition environment, including activity that may not be immediately visible through individual partner reports.
An independent view of the market
MCP Insight provides independent evidence across digital service advertising, customer journeys, compliance and emerging risk.
For organisations already operating in Senegal, this evidence can support better-informed commercial, compliance and customer care decisions.
For organisations considering the market, it provides a starting point for understanding the services, participants and practices visible today.
Report
MCP’s Senegal Market Focus report provides a more detailed view of the activity observed by MCP Scanner between May and July 2026, including:
- advertising activity across the monitored traffic
- leading service categories
- top ranking CSPs and services
- billing journeys and price points
- compliance patterns
- issues identified during service assessment
If your organisation is considering entering Senegal, expanding its presence or strengthening oversight of existing activity, speak to MCP Insight about your requirements.