Africa’s media and entertainment (E&M) industry is undergoing rapid transformation — driven by connectivity, digital innovation, and a wave of youthful, mobile-first consumers. PwC’s Entertainment and Media Outlook Africa 2024/2025 offers a strategic view of the evolving landscape across South Africa, Nigeria, and Kenya, with a focus on changing consumption patterns, technological disruption, and regional market growth.
This year’s report is more than a data snapshot — it’s a map of where the continent’s entertainment future is headed, sector by sector.
The Covid-19 pandemic of 2019 was a black swan event that significantly reshaped African consumer market trends, sparking both busts and booms across various segments. The Entertainment and Media (E&M) market was one of the few sectors to experience remarkable growth, even as overall markets dipped during the pandemic.
According to PWC's report, the digital advertising segment showed the largest growth and is projected to continue leading through 2026. In South Africa alone, 79% of E&M revenue until 2026 will stem from internet advertising and access, reflecting the prioritisation of digital platforms by consumers and advertisers. However, as the cost of living rises steeply, consumers in South Africa, Kenya, and Nigeria are now reassessing their discretionary spending habits.
Highlights from the Outlook
Executive Summary: Africa’s Shifting Media Priorities
At the heart of the 2024/2025 report is a recognition that Africa’s E&M future won’t look like its past. The global media ecosystem is shifting, and African markets are leapfrogging traditional models in favour of digital-first experiences.
According to the executive summary, three core trends underpin Africa’s media evolution. First, the continent’s media consumer is overwhelmingly young and mobile-first. In countries like Nigeria and Kenya, the median age is under 20, and smartphones are often the only point of access to digital content.
This youth-led consumption is shifting attention away from television and radio towards platforms that reward shareability, social interaction, and short-form storytelling. Second, content consumption is deeply community-driven.
Audiences are not just viewers; they are co-creators and distributors, often shaping the success of content through social commentary, remix culture, and digital advocacy. Lastly, the African consumer remains highly cost-sensitive. Access to affordable data and flexible pricing models continues to determine which platforms and services gain traction.
PwC identifies three defining characteristics of Africa’s media consumers,
Connectivity: The Bedrock of Africa’s Digital Economy
Connectivity is the foundation for all digital engagement—however, the real story lies in the explosive growth of mobile internet usage across Nigeria and Kenya. In these markets, mobile is not just the dominant channel—it is often the only one. Mobile data, therefore, becomes both a gateway and a gatekeeper, determining who consumes what, when, and how often. Encouragingly, governments and telecom providers are beginning to address infrastructure and affordability gaps, particularly in rural areas, through targeted investment and public-private partnerships.
Improved connectivity is the enabler of nearly every growth trend in the Outlook.
South Africa leads in fixed-line infrastructure, but the biggest story is mobile data’s reach into new markets. Investments in rural access and fibre rollout continue, with public-private partnerships working to close the connectivity gap.
As internet access improves, demand for content follows—particularly short-form and video-first content optimised for mobile use..
Consumer Spending: Gaming, Live Events, and eSports
As connectivity expands, so too does the diversity of consumer spending. Gaming, for instance, has emerged as a high-growth category across all three markets. In Nigeria and Kenya, mobile gaming is rapidly gaining popularity, with social and multiplayer features driving engagement and revenue. Esports communities are beginning to take shape, albeit at a nascent stage, hinting at future potential in live-streamed competitive gaming and youth-focused tournaments.
Live events, after a pandemic-induced pause, are also making a strong return. In many cases, event organisers are opting for hybrid models that blend physical experiences with digital broadcasts, extending their reach and monetisation opportunities. Subscription services across music, video, and gaming are beginning to see uptake, particularly where providers have introduced affordable, mobile-first pricing strategies. However, platform stickiness remains closely tied to local relevance and payment flexibility.
The report’s most detailed section explores television, video, and OTT platforms. In South Africa, traditional television continues to hold sway, particularly among older demographics and rural audiences. However, younger viewers are increasingly turning to streaming platforms for their entertainment needs. While legacy broadcasters still command significant advertising revenue, this revenue is coming under pressure as advertisers demand clearer ROI metrics and as audiences splinter across digital formats.wC identifies three defining characteristics of Africa’s media consumers
The report also tracks a significant shift in how consumers are spending on entertainment:
Kenya and Nigeria show the strongest growth in grassroots creator economies, with many monetising through platforms like YouTube, TikTok, and Spotify.
TV, Video and OTT: A Landscape in Flux
Finally, the report zooms in on TV, video, and OTT platforms, where digital disruption is most visible, exploring television, video, and OTT platforms.
In South Africa, traditional television continues to hold sway, particularly among older demographics and rural audiences. However, younger viewers are increasingly turning to streaming platforms for their entertainment needs. While legacy broadcasters still command significant advertising revenue, this revenue is coming under pressure as advertisers demand clearer ROI metrics and as audiences splinter across digital formats.
OTT video platforms are flourishing in markets with high smartphone penetration and reliable mobile data. Kenya is leading this category with an expected compound annual growth rate of 14.5% through 2028. The affordability of mobile internet, combined with a strong appetite for video content, is fuelling this growth. In Nigeria, mobile video is on the rise, with audiences gravitating towards short, snackable content that fits within their data budgets. Platforms offering free, ad-supported content are proving particularly popular.
In South Africa, the OTT market is more competitive, with international players like Netflix and Disney+ vying for attention alongside local services such as Showmax. Showmax benefits from its deep understanding of local storytelling and its integration with mobile payment systems, which remain essential for consumer uptake.
Advertising: TV Is Resilient, But Digital Is Reshaping the Market
Across Africa’s media landscape, advertising continues to evolve, reflecting broader changes in consumer behaviour and technological disruption. Traditional advertising models, once dominant across TV, radio and print, are adapting to an increasingly digital-first environment. Internet advertising, driven by search and social platforms, has cemented its place as the continent’s largest advertising segment by revenue. However, this growth hasn’t meant the decline of traditional channels; instead, a hybrid approach is emerging, where data-driven digital formats and high-reach traditional media complement each other in multi-platform campaigns.
A key factor in this shift is the increasing ability of advertisers to target audiences based on real-time behaviours, interests and contexts. Platforms that offer performance-driven formats and measurable ROI—like Google, Meta and TikTok—are gaining preference, particularly among digital-native brands and SMEs. However, large corporates in sectors like FMCG, telecoms, and banking still invest heavily in TV and out-of-home, valuing their mass-market visibility and brand-building potential.
Africa's advertising sector is evolving, with traditional TV remaining resilient, even as digital channels diversify,
Rise of Retail Media and Search-Led Digital Ad Spend
Retail media is one of the fastest-growing segments of digital advertising globally, and Africa is beginning to reflect this trend. With eCommerce adoption rising and local marketplaces expanding their reach, retail platforms are capitalising on their closed-loop data to offer advertisers high-intent, in-platform placements. Marketplaces like Takealot, Jumia and Konga are developing their own advertising solutions, enabling brands to engage shoppers at the point of purchase and measure conversions directly.
Parallel to this growth is the continued dominance of search-led digital advertising. Google remains the primary channel for brands investing in intent-based targeting, particularly in sectors such as travel, tech, financial services and online education. The ability to capture consumers during their “discovery” or “research” phases gives search advertising a strong return on investment, especially when combined with remarketing strategies and performance analytics.
Generative AI’s Influence on Internet Advertising
Generative AI is already reshaping the way advertisers create, target and optimise campaigns. In the context of internet advertising, tools powered by GenAI are helping brands produce ad copy, image assets and video content at scale, dramatically reducing production timelines and costs. Moreover, AI-driven platforms are enabling more precise audience segmentation by analysing vast datasets to predict consumer preferences and behaviours.
Programmatic advertising is also being supercharged by AI, with media buying platforms increasingly using machine learning to optimise bidding strategies and creative rotation in real time. For African advertisers, especially those with limited resources, GenAI offers a means to compete with global players by levelling the creative playing field.
However, the rise of AI also raises new ethical and regulatory concerns. Issues related to transparency, misinformation and content authenticity are beginning to surface, prompting discussions around governance and responsible use. As regulators begin to take interest—particularly in data privacy and advertising standards—marketers across the continent will need to balance innovation with compliance.
AI is rapidly changing digital advertising in Africa,
The Road Ahead: Localisation, Mobile-First Strategy, and Emerging Technologies
PwC’s closing remarks serve as a timely reminder that Africa is not a homogenous market. South Africa, Nigeria, and Kenya represent different stages of digital maturity, infrastructure development, and content consumption. However, the common threads—youthful audiences, mobile-first behaviours, and a growing appetite for locally relevant digital experiences—point to a region with significant untapped potential. Local content remains king. Mobile innovation is essential. And successful strategies will blend global best practices with an African lens.
For businesses, creators, and investors, the message is clear: Africa’s media revolution is already underway. The winners will be those who understand the continent’s nuances, build with community in mind, and embrace the full spectrum of its creative and commercial possibilities.
Africa is not a monolith. Kenya, Nigeria, and South Africa represent three very different digital maturity levels and consumer behaviours. But they all share one thing: a fast-moving, mobile-first media evolution that’s just getting started.For brands, platforms, and investors looking to enter or expand in Africa, PwC’s 2024/2025 Outlook is clear: the future is young, connected, and creative.
