Boom in Nigeria’s Internet usage has positioned the country among the leading countries globally seeing growth in the entertainment and media (E&M) space.

This was revealed in PwC’s latest report, titled: “Africa’s E&M shift: Fast, focused and future-ready: Perspectives from the Africa Entertainment and Media Outlook 2025–2029.”

The report noted that Africa’s E&M sector was undergoing a rapid, digital-first transformation, with its leading markets projected to significantly outperform the global growth rate.

Focusing on the three largest E&M markets, namely Nigeria, South Africa, and Kenya, the report highlighted a profound shift in content creation, consumption, and monetisation, anchored by strong digital momentum, a mobile-first youth demographic, and the transformative potential of Generative AI (GenAI).

The African E&M market is forecast to largely eclipse the global compound yearly growth rate (CAGR) of 3.7 per cent over the 2024 to 2029 period.
Nigeria is confirmed as the fastest-growing E&M market on the continent, with a projected CAGR of 7.2 per cent and an expected market value of $5.8 billion by 2029. The country saw a remarkable 11.2 per cent growth rate in 2024.

Kenya is projected to grow at a CAGR of 5.2 per cent to reach a market size of $5.2 billion by 2029. Notably, Kenya is forecast to have the fastest-growing Internet advertising market globally, with a projected CAGR of 16 per cent. South Africa, the largest E&M market, is expected to reach $17.4 billion by 2029, with a projected CAGR of 3.5 per cent.