Nigeria has emerged as Africa’s top-performing entertainment and media (E&M) market, recording an impressive 11.2 per cent growth rate in 2024, according to the latest report by PricewaterhouseCoopers (PwC). The report, titled “Africa’s E&M Shift: Fast, Focused and Future-Ready (Perspective from the Africa Entertainment and Media Outlook 2025–2029)”, ranked Kenya and South Africa next with 7.1 per cent and 6.2 per cent growth respectively.
PwC projected that Nigeria’s compound annual growth rate (CAGR) will remain strong at 7.2 per cent through 2029, followed by Kenya at 5.2 per cent and South Africa at 3.5 per cent — signalling sustained momentum across Africa’s top three E&M economies.
According to the report, Nigeria’s leadership in the sector is driven by rapid expansion in internet advertising, video games, OTT streaming, and audio content such as music, radio, and podcasts. Mobile internet and video streaming are expected to lead future growth, supported by cheaper data plans and increased smartphone use.
PwC noted that gaming and social media advertising are gaining traction among Gen Z and millennial audiences. It added that while infrastructure challenges persist, ongoing investments in fibre rollout and 5G networks are expected to improve connectivity and unlock new digital experiences.
The report said Nigeria’s digital expansion is underpinned by its large, youthful population, which continues to drive strong demand for online content. It also highlighted that scalable digital infrastructure, regulatory clarity, and inclusive access will be key to unlocking the country’s full E&M potential.
It revealed that streaming platforms are expanding rapidly across Africa, with South Africa projected to add 1.4 million new OTT subscribers by 2029, while Kenya and Nigeria record steady growth through ad-supported models targeting price-sensitive users. Nigeria now has 107 million internet users, while Kenya’s mobile connections have surpassed its population.
The report described Africa’s E&M industry as evolving fast, “redefining how media is produced, consumed, and monetised.” It identified Kenya’s internet advertising market — growing at 16 per cent CAGR — as the fastest globally, while OTT services are expanding at 8.0 per cent in Nigeria, 11.2 per cent in Kenya, and 6.7 per cent in South Africa.
PwC concluded that South Africa remains Africa’s most established E&M market, Nigeria the fastest-growing, and Kenya home to the world’s fastest-growing internet advertising sector — underscoring Africa’s growing influence in the global media economy.
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