The African continent is amid a profound shift in how leisure and media (E&M) is created, consumed and monetised, in keeping with PwC’s newest Africa Leisure and Media Outlook – Views Report 2025–2029.
The report reveals that Kenya, Nigeria and South Africa are usually not solely outperforming international benchmarks however are additionally redefining the way forward for media via mobile-first consumption, digital innovation and the adoption of generative AI.
In the meantime, the important thing report highlights that E&M development in Africa will vastly outpace the worldwide compound annual development price (CAGR) of three.7 per cent from 2024 to 2029.
With Nigeria remaining the fastest-growing E&M market in Africa with a 7.2 per cent CAGR over the interval (trade market worth of US$5.8 bn by 2029), South Africa is the most important E&M market on the continent, reaching US$17.4 bn (R321.2bn) by 2029, however will expertise slower development at a 3.5 per cent CAGR whereas Kenya is predicted to develop at a 5.2 per cent CAGR to a market dimension of US$5.2 bn by 2029 whilst Kenya’s web promoting market will develop at a CAGR of 16 per cent—the quickest globally.
“Regardless of international financial pressures, Africa’s main E&M markets are exhibiting resilience and momentum,” mentioned PwC’s Africa Leisure and Media Chief, Charles Stuart.
Nigeria recorded 11.2 per cent development in 2024, adopted by Kenya at 7.1 per cent and South Africa at 6.2 per cent. “These figures replicate greater than restoration, they sign a structural shift towards scalable digital platforms, youth-driven engagement and new monetisation fashions,” mentioned Stuart.
Whereas connectivity is the cornerstone of this transformation, South African 5G subscriber numbers are rising and are poised to overhaul 4G subscriptions shortly after the forecast interval. In South Africa, video accounts for 76 per cent of whole information utilization, whereas Nigeria now has over 107 million web customers. Kenya’s cell connections already exceed its inhabitants, underscoring the mobile-first nature of its digital financial system.
Promoting is quickly shifting to digital codecs, with Nigeria anticipated to achieve 84 per cent digital advert spending by 2029, surpassing the worldwide benchmark of 80 per cent.
Know-how, Media and Telecommunications Chief, PwC Nigeria, Udochi Muogilim, mentioned, “Nigeria’s E&M development is pushed by a predominantly younger inhabitants and speedy digital innovation that’s reshaping how content material is created, consumed and monetised”
South Africa and Kenya are shut behind at 74 per cent and 64 per cent, respectively.
By 2028, the promoting panorama for client magazines will hit a pivotal milestone, as digital advert income surpasses print for the primary time. In the identical yr, digital out-of-home (DOOH) promoting is projected to outpace conventional bodily codecs, rising because the main drive throughout the out-of-home (OOH) promoting sector.
Talking, Leisure and Media Associate, PwC, Michael Mugasa, mentioned, “Kenya can be seeing sturdy development in informal and social gaming, supported by rising smartphone adoption”
He added that, “With web promoting and cell gaming main the way in which, Kenya’s digital media market is coming into a brand new section of development.”
Nonetheless, PwC’s Africa Know-how, Media and Telecommunications Business Chief, Nana Madikane, mentioned, “Africa’s E&M sector is redefining itself. We’re seeing a convergence of expertise, creativity and client demand that’s unlocking new alternatives throughout the worth chain. The problem now’s to scale infrastructure, assist native content material creation and construct inclusive digital ecosystems.”
