Why Africa’s Entertainment Industry Is Outpacing the World
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GUEST - Charles Stuart, PwC Africa Entertainment & Media Leader
Africa’s entertainment and media sector is on a growth trajectory that’s outpacing global averages and the numbers tell the story. According to PwC’s Africa Entertainment & Media Outlook 2025–2029, Nigeria’s industry expanded by 11.2% in 2024, with Kenya growing 7.1% and South Africa 6.2%, driven by a wave of digital innovation, mobile-first consumption, and streaming platforms.
By 2029, digital advertising will dominate reaching 84% of total ad spend in Nigeria, 74% in South Africa, and 64% in Kenya. Gaming and esports are set to overtake traditional TV by 2028 in Nigeria, while OTT streaming continues to surge, with Kenya leading growth at 11.2% CAGR.
Africa’s entertainment and media sector is on a growth trajectory that’s outpacing global averages and the numbers tell the story. According to PwC’s Africa Entertainment & Media Outlook 2025–2029, Nigeria’s industry expanded by 11.2% in 2024, with Kenya growing 7.1% and South Africa 6.2%, driven by a wave of digital innovation, mobile-first consumption, and streaming platforms.
By 2029, digital advertising will dominate reaching 84% of total ad spend in Nigeria, 74% in South Africa, and 64% in Kenya. Gaming and esports are set to overtake traditional TV by 2028 in Nigeria, while OTT streaming continues to surge, with Kenya leading growth at 11.2% CAGR.
