PwC Report: Africa’s Entertainment and Media Market to Outpace Global Growth
Africa’s E&M industry is growing rapidly, driven by AI, 5G, mobile gaming, streaming, and evolving business models amid global uncertainty.
PwC’s Africa Entertainment and Media Outlook 2024–2028 highlights key growth trends in South Africa, Nigeria, and Kenya’s E&M industries. The report identifies emerging revenue opportunities as companies adapt to shifting market dynamics.
Despite global economic challenges, these markets outpaced the 2023 global average revenue growth of 5%, with Nigeria leading at 15%, followed by South Africa at 11.7% and Kenya at 5.8%. Over the next five years, revenue in South Africa is expected to grow from US$16.1bn to US$19.8bn, Nigeria from US$9.0bn to US$13.6bn, and Kenya from US$3.8bn to US$4.8bn.
Live music revenues have surpassed pre-pandemic levels, while internet advertising is scaling rapidly. AI and generative AI are transforming content creation and business strategies, while 5G expansion is fueling growth in cloud gaming, video streaming, and VR. Africa’s young, mobile-first population continues to drive demand for digital entertainment, making the region a critical player in the evolving media landscape.
