Nigeria remains the fastest-growing Entertainment & Media (E&M) market in Africa.

Monday, October 27, 2025 - Despite global economic pressures, Nigeria remains the fastest-growing Entertainment & Media (E&M) market in Africa, with projected Compound Annual Growth Rate (CAGR) at 7.2 per cent through 2029.

Multinational professional services firm PwC made this projection in its latest ‘Africa Entertainment and Media Outlook—Perspectives Report 2025–2029’ released on Thursday.

The outlook provides detailed insights into how technological advancements, consumer behaviour shifts, and market dynamics are driving growth and transformation across Africa’s E&M sector.

The 14th annual Africa E&M outlook offers an in-depth analysis of the drivers and inhibitors of E&M sector growth, as well as the latest trends and insights set to shape the African E&M market across South Africa, Nigeria and Kenya over the next five years

The outlook, which was made available to The Nation, said the African E&M sectors in South Africa, Nigeria and Kenya continue to outperform global benchmarks, displaying resilience in the face of ongoing macro-economic challenges.

Outperforming global averages, the report said South Africa, Kenya and Nigeria lead the continent’s growth, with Nigeria showing particularly strong momentum at an 11.2 per cent growth rate in 2024.

“In 2024, Nigeria led the region with a remarkable 11.2 per cent growth rate, followed by Kenya at 7.1 per cent and South Africa at 6.2 per cent.

“Looking ahead, the CAGR through 2029 is projected to be 7.2 per cent for Nigeria, 5.2 per cent for Kenya and 3.5 per cent for South Africa, indicating sustained momentum across all three markets,” PwC said.

According to the report, these markets, supported by mature and diverse media landscapes, are embracing digital innovation to scale platforms, adapting to consumer behaviour and unlocking new revenue streams.

The report noted that a key driver of the growth across all three markets is the rapid expansion of internet advertising, particularly in Nigeria and Kenya, where mobile-first internet usage is accelerating.

“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,” PwC said

The firm, however, stated that Kenya stands out globally, with its internet advertising market projected to grow at a ACGR of 16 per cent—the fastest globally.

It also said video content in South Africa accounts for over 76 per cent of all data usage, adding that in 2027, 5G subscription technology across South Africa is expected to surpass 3G subscriptions in terms of adoption and usage.

PwC also said Over-The-Top (OTT) services are growing at a CAGR of 6.7 per cent in South Africa, 8 per cent in Nigeria and 11.2 per cent in Kenya, reflecting strong consumer demand for digital content.

 “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,” the report stated.

PwC further said GenAI is emerging as a transformative force in Africa’s E&M industry, enhancing content creation, recommendation engines and customer engagement.

It, however, said “Nigeria, with its youthful and tech-savvy population, is particularly well-positioned to harness GenAI’s potential.”

According to the report, live entertainment is also rebounding, with live music revenues surpassing pre-pandemic levels and esports gaining momentum across all regions.

 “Strong growth of music streaming is complementing the region’s live entertainment revival, with streaming consumer spend now accounting for nearly 36 per cent of South Africa’s total consumer music income.

 “Gaming and esports are on track to overtake traditional television globally by 2029,” the report stated.

PwC emphasised that the future Africa’s E&M sector is one set to be characterised by transformation, driven by rapid technological advancements, evolving consumer behaviours and in increasingly digital-savvy population.

The firm pointed out that central to this evolution is the continued rise of mobile-first content consumption, as smartphones and affordable data plans become the main access points for media across the continent.

 “As internet penetration deepens and connectivity improves, particularly through 4G and 5G network expansions, the accessibility and quality of digital media will improve dramatically, opening new doors for content creators and distributors, PwC said.

It, however, stated that a robust and adaptive regulatory environment will be critical for sustainable growth across the E&M ecosystem.

 “Governments and policymakers need to balance fostering innovation and investment with protecting intellectual property rights and ensuring fair competition.

 “Public-private partnerships and industry collaborations will be required to build the necessary infrastructure and digital skills development programmes,” PwC’s team of four experts recommended.

They include Director, Africa Entertainment and Media Leader, PwC South Africa, Charles Stuart; Director, Technology, Media and Telecommunications Leader, PwC Nigeria, Udochi Muogilim.

Others are Director, Africa Technology, Media and Telecommunications Industry Leader, PwC South Africa, Nana Madikane; and Director, Entertainment and Media, PwC Kenya, Michael Mugasa.