The African continent is amid a profound shift in how entertainment and media (E&M) is created, consumed and monetised, according to PwC’s latest Africa Entertainment and Media Outlook – Perspectives Report 2025–2029.
The report reveals that Kenya, Nigeria and South Africa are not only outperforming global benchmarks but are also redefining the future of media through mobile-first consumption, digital innovation and the adoption of generative AI.
Meanwhile, the key report highlights that E&M growth in Africa will vastly outpace the global compound annual growth rate (CAGR) of 3.7 per cent from 2024 to 2029.
With Nigeria remaining the fastest-growing E&M market in Africa with a 7.2 per cent CAGR over the period (industry market value of US$5.8 bn by 2029), South Africa is the largest E&M market on the continent, reaching US$17.4 bn (R321.2bn) by 2029, but will experience slower growth at a 3.5 per cent CAGR while Kenya is expected to grow at a 5.2 per cent CAGR to a market size of US$5.2 bn by 2029 even as Kenya’s internet advertising market will grow at a CAGR of 16 per cent—the fastest globally.
“Despite global economic pressures, Africa’s leading E&M markets are showing resilience and momentum,” said PwC’s Africa Entertainment and Media Leader, Charles Stuart.
Nigeria recorded 11.2 per cent growth in 2024, followed by Kenya at 7.1 per cent and South Africa at 6.2 per cent. “These figures reflect more than recovery, they signal a structural shift toward scalable digital platforms, youth-driven engagement and new monetisation models,” said Stuart.
While connectivity is the cornerstone of this transformation, South African 5G subscriber numbers are growing and are poised to overtake 4G subscriptions shortly after the forecast period. In South Africa, video accounts for 76 per cent of total data usage, while Nigeria now has over 107 million internet users. Kenya’s mobile connections already exceed its population, underscoring the mobile-first nature of its digital economy.
Advertising is rapidly shifting to digital formats, with Nigeria expected to reach 84 per cent digital ad spending by 2029, surpassing the global benchmark of 80 per cent.
Technology, Media and Telecommunications Leader, PwC Nigeria, Udochi Muogilim, said, “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”
South Africa and Kenya are close behind at 74 per cent and 64 per cent, respectively.
By 2028, the advertising landscape for consumer magazines will hit a pivotal milestone, as digital ad revenue surpasses print for the first time. In the same year, digital out-of-home (DOOH) advertising is projected to outpace traditional physical formats, emerging as the leading force within the out-of-home (OOH) advertising sector.
Speaking, Entertainment and Media Partner, PwC, Michael Mugasa, said, “Kenya is also seeing strong growth in casual and social gaming, supported by rising smartphone adoption”
He added that, “With internet advertising and mobile gaming leading the way, Kenya’s digital media market is entering a new phase of growth.”
However, PwC’s Africa Technology, Media and Telecommunications Industry Leader, Nana Madikane, said, “Africa’s E&M sector is redefining itself. We’re seeing a convergence of technology, creativity and consumer demand that is unlocking new opportunities across the value chain. The challenge now is to scale infrastructure, support local content creation and build inclusive digital ecosystems.”
