PwC report examines the future of African entertainment and media

Digital growth is reshaping Africa’s entertainment and media industry, creating new ways for audiences to discover, experience and engage with content, while human connection remains at the heart of the industry’s future.  

PwC’s Africa Entertainment & Media Outlook 2026-2030 shows South Africa, Kenya and Nigeria entering this next phase from different starting points as stronger connectivity, growing digital audiences and changing consumer behaviour reshape where value is created. 

Rather than pointing to a single growth model for Africa, PwC says the report highlights how differences in market maturity, connectivity, affordability and consumer behaviour are shaping the opportunities available to entertainment and media businesses. 

“Across these different growth stories, one thing is becoming clear: technology is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections,” comments Charles Stuart, Africa Entertainment and Media Leader at PwC. 

“Compelling content, creativity, culture and shared experiences remain at the heart of our industry. As AI and other technologies transform how entertainment and media are created, distributed and monetised, the opportunity for all of us is to embrace that innovation while keeping people and meaningful connection at the centre.” 

According to PwC, South Africa remains the largest and most mature of the three markets, with entertainment and media revenue forecast to grow from US$16.6-billion in 2025 to US$19.4-billion by 2030, representing a 3.2% compound annual growth rate (CAGR). 

However, Nigeria is the fastest growing of the three markets, with total entertainment and media revenue forecast to grow at a 6.9% CAGR through 2030 to US$5.3-billion. 

Kenya’s market is forecast to grow at a 5.0% CAGR, reaching US$6.0-billion by 2030. 

Comparing Africa to global trends 

Giving a global perspective to these three African markets, Nigeria is the world’s fastest-growing over-the-top video market, with revenue forecast to grow at a 20.4% CAGR through to 2030. Over-the-top (OTT) video is digital video content delivered directly to viewers over the internet, completely bypassing traditional satellite and broadcast television providers. 

Kenya, at 15.9%, is also among the world’s top three fastest-growing OTT markets, compared with average global growth of 6.1% 

And Kenya is the world’s fastest-growing internet advertising market, with revenue forecast to grow at a 14.0% CAGR, almost double the global rate of 7.2% 

South Africa leads the world in forecast live music growth, with revenue expected to grow at a 5.7% CAGR, compared with 2.1% globally 

All three African markets are forecast to outpace global video gaming growth, led by Nigeria at 8.5%, followed by Kenya at 5.8% and South Africa at 4.3% – compared with 3.6% globally. 

“Ultimately, the future of African entertainment and media is not a story of traditional versus digital, nor of local versus global. It is a story of convergence. Connectivity, technology, creativity and culture are increasingly working together to create richer experiences, stronger businesses and more sustainable growth,” says PwC. 

“The organisations best positioned for the years ahead will be those that recognise that technology is most powerful when it strengthens human connection, that data is most valuable when it builds trust, and that Africa’s greatest competitive advantage lies not in replicating global models, but in harnessing the creativity, diversity and dynamism that make its markets unique.” 

You can find out more about the research here.