Nigeria has reinforced its position as Africa’s fastest-growing Entertainment and Media (E&M) market, propelled by explosive advances in digital technology, mobile internet adoption, and a rapidly expanding youth-driven creator economy.
According to PwC’s Africa Entertainment and Media Outlook (2025–2029), Nigeria’s E&M sector recorded a remarkable 11.2 percent growth in 2024, outperforming Kenya at 7.1 percent and South Africa at 6.2 percent. Despite economic pressures across the continent, all three markets continue to defy global growth slowdowns.
Stronger Growth Ahead
PwC projects sustained momentum across the region through 2029:
-
Nigeria: 7.2 percent CAGR
-
Kenya: 5.2 percent CAGR
-
South Africa: 3.5 percent CAGR
This continued rise is tied to surging demand for digital content, mobile-first consumption habits, and aggressive innovation across entertainment platforms.
Digital Demand Reshapes Nigeria’s E&M Landscape
Key growth engines in Nigeria include:
-
Internet advertising
-
Video games and esports
-
OTT streaming platforms
-
Music, podcasts, and other audio content
Udochi Muogilim, PwC Nigeria’s Technology, Media and Telecommunications Leader, said the country’s progress is fueled by its young, digitally active population and rapid transformation in how content is created, consumed, and monetised.
Mobile internet and video streaming remain at the forefront of expansion, supported by:
-
Cheaper data plans
-
Widespread smartphone penetration
-
Growth in gaming and social media advertising, especially among Gen Z and millennials
Traditional Media Declines as Digital Takes Over
The report highlights the continued decline of print media—newspapers and magazines—as audiences shift entirely toward digital platforms. Terrestrial TV and radio are also experiencing slower growth, with younger viewers migrating to online and satellite alternatives.
Still, traditional media remains relevant in rural and underserved areas where digital penetration is lower.
Infrastructure gaps persist, but ongoing investments in fibre-optic rollout and 5G deployment are set to boost connectivity and unlock new digital experiences nationwide.
GenAI and Live Entertainment Power the Next Wave
Generative AI is rapidly emerging as a disruptive accelerant within the E&M industry, enhancing:
-
Content production
-
Personalised recommendations
-
Audience engagement
Nigeria, with its tech-savvy and youthful demographic structure, is especially well-positioned to harness GenAI’s expanding potential.
Meanwhile, live entertainment is rebounding strongly, with live music revenues surpassing pre-pandemic levels and esports gaining widespread traction across the region.
With internet advertising surging, OTT subscriptions rising, and a population hungry for digital experiences, Nigeria’s entertainment and media sector is on track for another decade of extraordinary growth.
About the Author
