Nigeria leads Africa in entertainment growth rate
Nigeria will lead African entertainment and media growth through 2029 despite worldwide economic challenges, according to a PwC analysis released on Thursday. The professional services firm projects the country will maintain a 7.2 percent compound annual growth rate over the next five years.
The West African nation recorded 11.2 percent expansion in 2024, outpacing Kenya at 7.1 percent and South Africa at 6.2 percent. More than 107 million Nigerians now access the internet, with mobile connections driving demand for digital content and advertising platforms across the region.
Streaming services are expanding rapidly as consumers shift away from traditional television. Over-the-top platforms will grow 8 percent annually in Nigeria, while Kenya will post the world’s fastest internet advertising expansion at 16 percent annually through 2029.
PwC analysts said artificial intelligence tools and improved network infrastructure will reshape content creation and distribution. The firm recommended balanced regulations and public-private partnerships to sustain momentum across African markets as 5G adoption accelerates and gaming revenues rise.
