Just released! PwC Africa Entertainment and Media Outlook—Perspectives Report 2025

Africa's E&M shift: Fast, focused and future-ready

PwC Africa Entertainment and Media Outlook—Perspectives Report

2025–2029

Dear Vitus

Our latest Africa Entertainment and Media Outlook—Perspectives Report 2025–2029 is out.

The outlook provides detailed insights into how technological advancements, consumer behaviour shifts, and market dynamics are driving growth and transformation across Africa's entertainment and media (E&M) sector. Outperforming global averages, South Africa, Kenya and Nigeria lead the continent's growth, with Nigeria showing particularly strong momentum at an 11.2% growth rate in 2024.

Supported by mature and diverse media landscapes, these markets are embracing digital innovation to scale platforms, adapting to consumer behaviour and unlocking new revenue streams.

Key findings:

Resilient African markets in a shifting global landscape

South Africa is the most established market in Africa, with projected growth at a 3.5% CAGR.
Nigeria remains the fastest-growing E&M market in Africa, with projected growth at a 7.2% CAGR through 2029.
Kenya is home to the fastest-growing internet advertising market in the world, with a projected CAGR of 16%.
Mauritius emerges as an E&M market beginning to show digital momentum, with a projected CAGR of 2.2%.

Connectivity drives media consumption

Internet connectivity in South Africa, Kenya and Nigeria continues to expand, driven by mobile access and rising demand for digital services—with Nigeria reaching over 107 million internet users.
Video content in South Africa accounts for over 76% of all data usage.
In 2027, 5G subscription technology across South Africa is expected to surpass 3G subscriptions in terms of adoption and usage.

Africa's E&M industry shows strong digital-driven growth

Strong growth of music streaming is complementing the region's live entertainment revival, with streaming consumer spend now accounting for nearly 36% of South Africa's total consumer music income.
Gaming and esports are on track to overtake traditional television globally by 2029.
Over-the-top (OTT) streaming platforms are expected to continue their robust growth across the region, progressively gaining ground in relation to traditional broadcast TV.
South Africa's retail other display is the fastest-growing internet advertising segment, expanding at a CAGR of 32%.
GenAI is emerging as a transformative force, enhancing content creation, recommendation engines and customer engagement.

Download the publication here

We invite you to explore the full report findings and reach out to us – we would appreciate the opportunity to engage with you to support your strategic goals with data-driven insights and tailored solutions.