Africa’s entertainment and media sector is outpacing global growth

PwC’s just-released Africa Entertainment and Media Outlook 2025–2029 emphasises that the continent is not just mirroring global trends, but in some cases moving ahead of them. Kenya’s internet advertising market, for example, is predicted to grow at a compound annual growth rate (CAGR of 16%), which is the fastest globally. 

Overall, the growth of the entertainment and media sector in Africa will largely outpace the global CAGR average of 3.7%. Nigeria, for instance, will likely have a 7.2% CAGR over the 2025–2029 period. 

“Despite global economic pressures, Africa’s leading E&M markets are showing resilience and momentum” comments Charles Stuart, PwC’s Africa Entertainment and Media leader.  

“Nigeria posted 11.2% growth in 2024, followed by Kenya at 7.1% and South Africa at 6.2%. “These figures reflect more than recovery – they signal a structural shift toward scalable digital platforms, youth-driven engagement and new monetisation models.”  

The latest PwC report focuses mainly on Kenya, Nigeria and South Africa, although there is also coverage of other countries, such as Mauritius, where rising digital media consumption and internet advertising spend are predicted to push the local media and entertainment sector to a 2.2% CAGR through to 2029. 

Advertising rapidly shifting to digital formats 

According to the report, African advertising is rapidly shifting to digital formats, with Nigeria expected to reach 84% digital ad spend by 2029 – surpassing the global benchmark of 80%.  

“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.” notes Udochi Muogilim, Technology, Media and Telecommunications Leader at PwC Nigeria. 

South Africa and Kenya are close behind at 74% and 64%, respectively. Retail display and paid search are among the fastest-growing segments, driven by performance-based strategies and mobile-first consumer behaviour. 

OTT streaming platforms 

Over-the-top streaming platforms are also expanding, with South Africa projected to add 1.4-million new subscribers by 2029. 

Ad-supported models are gaining traction across all three markets, enabling platforms to reach broader audiences and reduce barriers to entry. 

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 advertising is projected to outpace traditional physical formats, emerging as the leading force within the out-of-home advertising sector. 

Gaming and e-sports are emerging as major growth areas with Nigerian gaming and e-sports revenue, at a CAGR of 7.6%, expected to surpass traditional television revenue by 2028. 

This tipping point highlights the digital shift being driven by mobile platforms and immersive technologies. 

“Kenya is also seeing strong growth in casual and social gaming, supported by rising smartphone adoption, says PwC Kenya’s Entertainment and Media Partner, Michael Mugasa. He points out that, with internet advertising and mobile gaming leading the way, Kenya’s digital media market is entering a new phase of growth. 

Concludes Nana Madikane, Technology, Media and Telecommunications Industry Leader at PwC Africa: “Africa’s entertainment and media sector is redefining itself. We are 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.”  

You can download the full report here.