Africa’s entertainment and media (E&M) sector will largely outpace the global 2024 to 2029 compound annual growth rate (CAGR) of 3.7%, PwC’s latest 'Africa Entertainment and Media Outlook: Perspectives Report 2025 to 2029' shows.

The report further shows that the continent is also in the midst of a profound shift in how E&M is created, consumed and monetised.

Nigeria remains the fastest-growing E&M market in Africa with a 7.2% CAGR over the period under review, with industry market value of $5.8-billion expected by 2029. In 2024, the country achieved 11.2% growth.

South Africa, which saw 6.2% growth in 2024 and is the largest E&M market on the continent, is expected to experience slower CAGR of 3.5%, reaching $17.4-billion, or R321.2-billion, by 2029.

Kenya is expected to grow at a 5.2% CAGR to a market size of $5.2-billion by 2029. This followed growth of 7.1% in 2024. In addition, Kenya’s Internet advertising market will grow at a CAGR of 16% – the fastest globally.

“Despite global economic pressures, Africa’s leading E&M markets are showing resilience and momentum. These figures reflect more than recovery – they signal a structural shift toward scalable digital platforms, youth-driven engagement and new monetisation models,” says PwC Africa entertainment and media leader Charles Stuart.

The report reveals that Kenya, Nigeria and South Africa are not only outperforming global benchmarks but are also redefining the future of media through mobile-first consumption, digital innovation and the adoption of generative AI.

“Connectivity is the cornerstone of this transformation. South African 5G subscriber numbers are growing and are poised to overtake 4G subscriptions shortly after the forecast period. In South Africa, video accounts for 76% of total data use, while Nigeria now has over 107-million Internet users.”

Kenya’s mobile connections already exceed its population, underscoring the mobile-first nature of its digital economy.

Meanwhile, advertising is rapidly shifting to digital formats, with Nigeria expected to reach 84% digital advertising spend by 2029, surpassing the global benchmark of 80%.

“Nigeria’s E&M growth is driven by a predominantly young population and rapid digital innovation that’s reshaping how content is created, consumed and monetised,” adds PwC Nigeria technology, media and telecommunications leader Udochi Muogilim.

“South Africa and Kenya are close behind at 74% and 64%, respectively. Retail display and paid search are among the fastest-growing segments, driven by performance-based strategies and mobile-first consumer behaviour.”

Globally, advertising revenue has overtaken consumer revenue and by 2029 will have opened a $300-billion lead.

Over-the-top streaming platforms are also expanding, with South Africa projected to add 1.4-million new subscribers by 2029.

Ad-supported models are gaining traction across all three markets, enabling platforms to reach broader audiences and reduce barriers to entry.

By 2028, the advertising landscape for consumer magazines will hit a pivotal milestone, as digital ad revenue surpasses print for the first time.

In the same year, digital out-of-home advertising is projected to outpace traditional physical formats, emerging as the leading force within the out-of-home advertising sector.

Meanwhile, generative AI is beginning to shape local storytelling, with South African media companies using it to streamline production and personalise content. Across the continent, startups are leveraging AI to create local-language content, expand access and reflect regional voices.

Gaming and e-sports are emerging as major growth areas with Nigerian gaming and e-sports revenue, at a CAGR of 7.6%, expected to surpass traditional television revenue by 2028.

This tipping point highlights the digital shift being driven by mobile platforms and immersive technologies.

“Kenya is also seeing strong growth in casual and social gaming, supported by rising smartphone adoption, says PwC Kenya entertainment and media partner Michael Mugasa, noting that, with Internet advertising and mobile gaming leading the way, Kenya’s digital media market is entering a new phase of growth.

“Africa’s E&M sector is redefining itself. We are seeing a convergence of technology, creativity and consumer demand that is unlocking new opportunities across the value chain. The challenge now is to scale infrastructure, support local content creation and build inclusive digital ecosystems,” concludes PwC Africa technology, media and telecommunications industry leader Nana Madikane.