Nigeria has recorded the fastest growth in Africa’s entertainment and media industry, according to PwC’s Africa Entertainment and Media Outlook 2025–2029 report.
The report revealed that Nigeria grew by 11.2 per cent in 2024, ahead of Kenya at 7.1 per cent and South Africa at 6.2 per cent. It projected that Nigeria’s entertainment and media industry would continue to expand at a compound annual growth rate of 7.2 per cent through 2029.
According to PwC, “The African entertainment and media sectors continue to outperform global benchmarks, displaying resilience in the face of ongoing macroeconomic challenges.” The report added that Nigeria’s digital transformation remains a key factor in its success.
A major driver of the growth is the rapid expansion of internet advertising in Nigeria and Kenya, where mobile-first internet use continues to accelerate.
Kenya tops in internet growth
PwC also stated that Kenya now has the fastest-growing internet advertising market in the world, with a 16 per cent growth projection.
For Nigeria, the report noted that over-the-top streaming services, or OTT platforms, are growing at an annual rate of 8 per cent.
This surge, it said, reflects strong consumer demand for digital content, boosted by smartphone usage and cheaper data plans.
“GenAI is emerging as a transformative force in the E&M industry, enhancing content creation, recommendation engines and customer engagement,” PwC stated.
It noted that Nigeria’s youthful, tech-savvy population is well positioned to benefit from this innovation.
Beyond digital, live entertainment is also rebounding.
The report confirmed that live music revenues across Africa have now surpassed pre-pandemic levels, with esports also gaining momentum across the continent.
While Nigeria leads in growth, Mauritius was identified as a new emerging market showing digital potential. PwC projected that Mauritius would grow by 2.2 per cent annually to reach a market value of $508 million by 2029.
Globally, the report observed that advertising has overtaken consumer spending as the main revenue source for the entertainment and media sector.
“By 2029, global advertising revenue is projected to exceed consumer spending by more than $300 billion,” it said.
PwC further predicted that gaming and esports are on track to overtake traditional television globally by 2029, with Nigeria expected to reach that milestone a year earlier, in 2028.
Connectivity remains a major force in Nigeria’s growth story.
The report said spending on fixed and mobile internet services across Africa is projected to exceed $1.3 trillion by 2029.
This, it said, shows how vital digital access has become to entertainment consumption.
The report highlighted that while South Africa remains Africa’s most mature entertainment market, Nigeria’s youthful demographics, digital creativity and fast-growing mobile base have made it the region’s most dynamic.
Future lies in digital expansion
PwC added that the future of Africa’s entertainment and media sector lies in digital expansion, creative innovation and infrastructure investment, adding that Nigeria’s continued rise “reflects the continent’s diversity, creativity and ambition.”
