Nigeria, Kenya, South Africa set tone for Africa’s media – PwC
Nigeria, Kenya, and South Africa are not only outpacing global benchmarks but also setting the tone for how the continent’s media is created, consumed, and monetised, PwC’s latest Africa Entertainment and Media Outlook 2025–2029 has revealed.
Nigeria remains the fastest-growing entertainment and media (E&M) market in Africa, projected to grow at a 7.2 percent compound annual growth rate (CAGR) to reach a market value of $5.8 billion by 2029.
“Nigeria’s E&M growth is driven by a predominantly young population and rapid digital innovation that’s reshaping how content is created, consumed, and monetised,” said Udochi Muogilim, technology, media, and telecommunications leader at PwC Nigeria.
By 2029, 84 percent of advertising spend in Nigeria will be digital, surpassing the global benchmark of 80 percent. Retail display and paid search are among the fastest-growing segments, reflecting the dominance of mobile-first consumer behaviour, the report stated.
Kenya’s E&M market is expected to expand at a 5.2 percent CAGR, reaching $5.2 billion by 2029. The country also leads globally in internet advertising growth, forecast to grow at a 16 percent CAGR, the fastest in the world.
Read also: Nigeria’s entertainment revenue jumps 11.2% in 2024, driven by music, e-sports
South Africa remains the continent’s largest E&M market, projected to hit $17.4 billion (R321.2 billion) by 2029, though with a slower growth of 3.5 percent CAGR.
Connectivity continues to fuel this evolution, with 5G adoption in South Africa poised to surpass 4G soon after the forecast period, while Nigeria now has over 107 million internet users.
Africa’s entertainment and media (E&M) industry is entering a new era defined by digital innovation, mobile-first consumption, and the growing influence of artificial intelligence (AI), the report stated.
“Despite global economic pressures, Africa’s leading E&M markets are showing resilience and momentum,” said Charles Stuart, PwC’s Africa entertainment and media leader. “These figures reflect more than recovery—they signal a structural shift toward scalable digital platforms, youth-driven engagement, and new monetisation models.”
PwC urges stakeholders, from creators and investors to regulators, to turn insight into action through investment, innovation, and partnerships that strengthen Africa’s digital and creative economies.
Digital advertising and OTT streaming platforms are transforming how audiences engage with content. South Africa alone is expected to add 1.4 million new streaming subscribers by 2029, with ad-supported models gaining traction across the continent.
Meanwhile, gaming and esports are emerging as major revenue drivers. Nigeria’s gaming industry, projected to grow at a 7.6 percent CAGR, is expected to surpass traditional television revenue by 2028.
Generative AI is also revolutionising storytelling and content production. From South African studios using AI for personalised media experiences to startups across the continent creating local-language content, AI is amplifying Africa’s creative diversity.
“We are seeing a convergence of technology, creativity, and consumer demand that is unlocking new opportunities across the value chain,” said Nana Madikane, PwC Africa’s Technology, Media and Telecommunications Industry Leader.
“The challenge now is to scale infrastructure, support local content creation, and build inclusive digital ecosystems,” Madikane said.
