The African entertainment and media landscape is evolving rapidly, driven by the rise of streaming, the growth of gaming, and the surge in digital advertising. According to PwC's Africa Entertainment and Media Outlook 2025–2029 report, the sector is heading towards a future dominated by mobile and a highly connected young population. In 2024, Nigeria, Kenya, and South Africa recorded growth rates of 11.2%, 7.1%, and 6.2%, respectively, confirming their role as drivers of digital innovation and strengthening Africa's position in the global media economy.

A continent that is going digital: how the media are rebuilding themselves online

The digital transition in Africa is accelerating, driven by millions of users who are adopting online platforms for entertainment, communication, and access to various essential services. Video streaming has become a daily habit, social networks fuel public discourse, and mobile applications are increasingly replacing uses previously tied to television, radio, or print media. This evolution is fueled by the high penetration of smartphones, more affordable data costs, and a general expectation of content available instantly on any type of device.

The movement extends far beyond entertainment. Mobile payments, e-commerce, and online learning are now integral to daily life, particularly in countries where mobile networks reach more households than traditional fixed infrastructure. Services like M-Pesa play a central role in this digital integration, while African creators, influencers, and entrepreneurs leverage digital platforms to grow their audiences and revenues.

Gaming is also experiencing significant growth. The sector's global influence, particularly the rise of casinos , is gradually spreading to Africa thanks to the increasing accessibility of mobile platforms. These digital versions of traditional slot machines attract a young audience with their immersive graphics, diverse bonus features, and dynamic mechanics, including free spins and multipliers. This phenomenon is helping to make gaming one of the fastest-growing digital activities, alongside streaming and social media.

As industries migrate online, African media consumption patterns are becoming intertwined with broader digital behaviors. The same users who watch OTT series shop online, pay for expenses through apps, and explore gaming platforms. Africa is gradually becoming a mobile-first economy, where connectivity is transforming every aspect of media consumption.

A sector in transition: the dynamic driven by digital technology

Nigeria, Kenya, and South Africa continue to outpace global trends in E&M growth thanks to the acceleration of digital consumption. Nigeria is projected to achieve a compound annual growth rate (CAGR) of 7% by 2027 , Kenya 5.2%, and South Africa 3.5%. Digital advertising is among the key drivers of this growth, fueled by the rapid expansion of the internet and the widespread adoption of mobile devices.

Kenya stands out with the world's fastest-growing online advertising market, thanks to a CAGR of 16%. Nigeria and South Africa follow suit with strong demand for mobile advertising, paid search, and video advertising.

Meanwhile, OTT services are gaining ground, supported by the growth of 4G networks and the first 5G deployments. South Africa has a CAGR of 6.7% in OTT, compared to 8% in Nigeria and 11.2% in Kenya, confirming the regional appetite for on-demand content.

Artificial intelligence is making its way into this rapidly changing landscape. Generative AI tools are improving content creation, personalized recommendations, and engagement strategies. Nigeria, with its young and tech-savvy population, is already beginning to integrate these tools into audiovisual production, post-production, and language localization.

Global trends that are reshaping African markets

The global transformation of the entertainment and media sector is significantly impacting African markets. Rising living costs and macroeconomic uncertainties are hindering consumers' ability to invest more in entertainment. In this context, advertising is becoming the sector's primary revenue stream, surpassing direct household spending and expected to maintain this lead in the coming years.

Gaming and esports play a strategic role in this new global dynamic. By 2029, they are expected to surpass traditional television in terms of revenue and viewership. Nigeria is following this trend even faster, with a shift projected as early as 2028.

Connectivity remains the foundation of all digital transformation. Global spending on internet access is expected to exceed $1.3 trillion by 2029, and this trajectory perfectly reflects the realities in Africa where mobile devices largely dominate usage.

South Africa: Maturity, Innovation and Solid Infrastructure

South Africa remains the continent's strongest E&M market, with a well-developed infrastructure and a diversified media sector. Its growth rate is more moderate, but its size, networks, and the presence of major players like DStv continue to position it at the forefront of regional influence.

OTT streaming and digital advertising are among the best-performing segments, driven by the increasing adoption of 5G. DOOH advertising is expected to surpass traditional OOH formats by 2028, and the country is confirming its lead in gaming and esports. By 2027, 5G subscriptions are projected to outsell 3G subscriptions, marking a new milestone in digital transformation.

Nigeria: the engine of African digital growth

Nigeria remains the continent's most dynamic E&M market thanks to its young population, the rapid growth of mobile, and strong demand for digital content. Digital advertising, video games, streaming, and online audio are all experiencing strong growth, supported by lower data costs and increasing smartphone penetration.

Traditional media are gradually declining, although free-to-air radio and television still play an important role in rural areas. Fiber and 5G deployments are expected to support the country's digital growth in the coming years . Nigeria is also attracting increasing investment in local content creation, whether for Nollywood, music, or creator platforms.

Kenya: A rapidly accelerating mobile-first market

Kenya, smaller but highly dynamic, boasts one of the highest E&M growth rates in Africa. Its digital advertising market is the fastest growing in the world, and OTT consumption is steadily increasing. The integration of M-Pesa into daily life is facilitating the rise of mobile gaming and supporting a particularly innovative digital ecosystem.

Despite persistent challenges such as power outages and uneven connection quality, Kenya remains an example of rapid and sustainable digital transformation.

Connectivity and data consumption: the fuel of growth

Mobile dominates internet access in all three markets. In South Africa, video already accounts for over 70% of data usage, driven by TikTok, YouTube, and streaming services . Nigeria is expected to see its data consumption triple by 2029, with strong growth in Wi-Fi and mobile. Kenya continues its mobile-first trajectory, with more mobile connections than inhabitants.

The high cost of connectivity remains a major obstacle. In Nigeria, 81% of E&M spending is solely for connectivity. As these costs decrease, more consumers will be able to allocate their budgets to subscriptions, content, and new digital services.

A hybrid future: the coexistence of streaming and traditional broadcasting

Streaming dominates growth, but traditional television retains a central role, particularly for major sporting events, news, and politics. Hybrid models are developing: TV channels with digital applications, clips shared on social media, and a coexistence between linear programming and on-demand viewing.

The three major markets had more than 5 million OTT subscriptions in 2024, a figure expected to increase by 1.9 million by 2029.

What future for the African E&M sector?

The future of African media rests on three pillars: technology, creativity, and a connected population. Mobile will remain dominant, bolstered by the expansion of 4G and 5G networks. AI will enable greater personalization, while the creator economy will grow as platforms become more professional.

To support this transformation, several conditions must be met:

. faster and more accessible connectivity;

. stable and appropriate regulations;

. investments in local talent and content;

. public-private partnerships to develop infrastructure.

Africa is not just growing: it is redefining its media landscape. With strong demand, unique creativity, and an accelerated digital transition, the continent is becoming a key player in the global media economy.