PwC – Africa Entertainment and Media Outlook, 2024–2028

The report by PwC "Africa Entertainment and Media Outlook 2024–2028" provides an analysis of the entertainment and media (E&M) markets in South Africa, Kenya, and Nigeria, and their resilience amid global economic instability. Despite macroeconomic challenges, E&M markets in South Africa, Kenya, and Nigeria have shown significant growth, outperforming the global average. Nigeria experienced the highest revenue growth at 15% in 2023, with South Africa and Kenya following. Over the next five years, these markets are expected to continue growing ahead of the global average. The report highlights the recovery of sectors like live music and the expansion of internet advertising, driven by infrastructure development and increased data usage. Emerging technologies, particularly AI and 5G, are set to further transform the E&M landscape, enhancing content creation and user experiences while presenting new opportunities in mobile gaming and OTT services.