THUR OCT 23 2025-theGBJournal| PwC, Africa leading provider of professional services, has published its latest Africa Entertainment and Media Outlook—Perspectives Report 2025–2029.
The outlook, the 14th edition seen by theG&BJournal, provides detailed insights into how technological advancements, consumer behaviour shifts, and market dynamics are driving growth and transformation across Africa’s entertainment and media (E&M) sector.
”The result is a unique body of intelligence and foresight that companies and investors can consider as they plot strategy and action,” PwC said.
The report addresses both consumer and advertising spend as well.
Outperforming global averages, South Africa, Kenya and Nigeria lead the continent’s growth, with Nigeria showing particularly strong momentum at an 11.2% growth rate in 2024.
”Supported by mature and diverse media landscapes, these markets are embracing digital innovation to scale platforms, adapting to consumer behaviour and unlocking new revenue streams,” PwC said.
PwC forecasts compound annual growth rate (CAGR) through 2029 to be 7.2% for Nigeria, 5.2% for Kenya and 3.5% for South Africa, ”indicating sustained momentum across all three markets.”
PwC said the key drivers of this growth is the rapid expansion of internet advertising, particularly in Nigeria and Kenya, where mobile-first internet usage is accelerating.
It said Kenya stands out globally, with its internet advertising market projected to grow at CAGR 16%-the fastest globally.
For PwC, the OTT services are growing at a CAGR of 6.7% in South Africa, 8% in Nigeria and 11.2% in Kenya, reflecting strong consumer demand for digital content.
In revenue terms, the OTT market in South Africa is set to grow at a 6% CAGR to produce consumer revenue of $226m (R4.2b) in 2024 rising to $302m (R5.6b) by 2029.
This growth rate outpaces the industry’s overall CAGR. Kenya’s OTT market is steaming ahead with consumer revenue of $9m, poised to grow at a robust 8.5% CAGR. Meanwhile, Nigeria commands a larger slice of the digital pie at $19m, expanding steadily with a CAGR of 8.3%.
According to the report, In 2024, live music ticket sales in South Africa generated $76m (R1.4b) in revenue, with a projected CAGR of 5.9% through 2029. Both Kenya and Nigeria generated $1m in live music ticket sales revenue, but Kenya is edging ahead with a projected CAGR of 2.1%, slightly outpacing Nigeria’s 1.8%.
”This continued expansion is being driven by rising disposable incomes, a growing youth demographic and increased urbanisation.”
South Africa, Kenya and Nigeria are also identified among the fastest-growing gaming markets in Africa, driven by rising smartphone access, expanding connectivity and a digitally engaged youth population.
In 2024, South Africa recorded the highest consumer spend on gaming across the three markets, reaching $296m (R5.5b) with a CAGR of 4.6%.
Nigeria followed with $176m in consumer spend and a higher projected CAGR of 7.4%, while Kenya posted $153m with a projected CAGR of 6.9%, indicating strong growth momentum in all three regions.
Similarly, Internet advertising is becoming the dominant force in the global E&M industry, with Africa—particularly South Africa, Kenya and Nigeria—experiencing rapid growth.
Kenya, the report says, has the fastest-growing internet advertising market in the world with a 16% CAGR.
Video advertising in this market is projected to grow at a CAGR of 22.3% through 2029. Digital advertising on ecommerce retail platforms continues to grow at pace in South Africa and Nigeria.
Retail other display is the fastest-growing segment, expanding at a CAGR of 32.1% and 22.4% respectively. This is followed by retail paid search, which is growing at a CAGR of 27.7% in South Africa and 20.6% in Nigeria.
These trends reflect the increasing shift toward performance-driven advertising and mobile-first consumer engagement across the continent.
The report identified Artificial Intelligence (AI) as another key driver of the growth, sayin that AI is emerging as a transformative force in E&M industry, enhancing content creation, recommendation engines and customer engagement.
”Nigeria with its youthful and tech-savvy population, is well-positioned to harness GenAI’s potential,” PwC adds.
The report notes that Live entertainment is also rebounding, with live music revenues surpassing pre-pandemic levels and esports gaining momentum across the region.
PwC also noted the Nigeria’s infrastructure challenges, which it says ”remain, particularly in rural areas,” but adds that ongoing investment in fibre rollout and 5G deployment is expected to improve connectivity and unlock new digital experiences.
It equally highlighted the funding opportunities in local content production, influencer marketing and immersive tech, ”with both domestic and international investors showing interest.
”The key to unlocking Nigeria’s E&M potential lies in scalable digital infrastructure, regulatory clarity and inclusive access—especially for underserved communities,” the report said.
When comparing the three markets, South Africa emerges as the most mature and formalised entertainment and media ecosystem, with moderate growth driven by hybrid traditional-digital consumption and an established pay-TV sector.
PwC said Kenya and Nigeria are emblematic of the continent’s high-growth, mobile-centric future.
Against global trends, Africa generally lags in fixed broadband infrastructure and per capita subscription revenues but leads significantly in mobile internet adoption, mobile money-driven monetisation models and localised content production.
Unlike mature markets in Europe or North America where subscription video on demand (SVOD) and digital advertising markets are saturated, African markets are still in early but accelerated growth stages, with demographics heavily favouring the young and mobile-connected populations.
However, infrastructural inconsistencies and economic variability remain ongoing challenges that influence market development differently across these territories.
Key findings:
Resilient African markets in a shifting global landscape
South Africa is the most established market in Africa, with projected growth at a 3.5% CAGR.
Nigeria remains the fastest-growing E&M market in Africa, with projected growth at a 7.2% CAGR through 2029.
Kenya is home to the fastest-growing internet advertising market in the world, with a projected CAGR of 16%.
Mauritius emerges as an E&M market beginning to show digital momentum, with a projected CAGR of 2.2%.
Connectivity drives media consumption
Internet connectivity in South Africa, Kenya and Nigeria continues to expand, driven by mobile access and rising demand for digital services—with Nigeria reaching over 107 million internet users.
Video content in South Africa accounts for over 76% of all data usage.
In 2027, 5G subscription technology across South Africa is expected to surpass 3G subscriptions in terms of adoption and usage.
Africa’s E&M industry shows strong digital-driven growth
Strong growth of music streaming is complementing the region’s live entertainment revival, with streaming consumer spend now accounting for nearly 36% of South Africa’s total consumer music income.
Gaming and esports are on track to overtake traditional television globally by 2029.
Over-the-top (OTT) streaming platforms are expected to continue their robust growth across the region, progressively gaining ground in relation to traditional broadcast TV.
South Africa’s retail other display is the fastest-growing internet advertising segment, expanding at a CAGR of 32%.
GenAI is emerging as a transformative force, enhancing content creation, recommendation engines and customer engagement.
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