Africa Entertainment and Media Outlook 2024-2028 ~ DR. VITUS BLOG

Africa Entertainment & Media Outlook

February 2025

Dear Vitus

We're pleased to share our Africa Entertainment and Media Outlook 2024-2028, which provides a guide to navigate the trends and opportunities shaping the entertainment and media (E&M) across South Africa, Nigeria and Kenya. Our 13th edition of the outlook provides detailed insights into how technological advancements, consumer behaviour shifts, and market dynamics are driving growth and transformation across the continent.

Download the full report

Africa's E&M landscape is poised for strong growth, with key African markets (South Africa, Nigeria and Kenya) set to surpass the global average CAGR of 3.9% from 2024 to 2028. This momentum fueled by rapid digital adoption and increasing innovation further cements Africa's position in shaping the future of the global E&M industry.

Key insights explored in the report:

South Africa is the most established market in Africa, with projected revenue growth at a 4.2% CAGR through 2028.
Nigeria continues to boast one of the fastest growing E&M industries in the world with an 8.6% CAGR.
Kenya's E&M market growth is being driven by mobile services, with strong growth in internet advertising in internet advertising and OTT platforms.
Africa's E&M sector is primarily driven by mobile connectivity, with mobile subscriptions surpassing fixed broadband.
Video content leads the market in South Africa, accounting for 82.2% of all data usage.
Live music and events are experiencing a strong recovery post-COVID.
African over-the-top (OTT) market is rapidly growing, with South Africa projected to add nearly 1.6 million additional OTT subscribers by 2028.
Internet advertising in Nigeria is growing, with retail search accounting for 27.3% of paid search revenue in Nigeria.