A report released on January 28, 2025, by PricewaterhouseCoopers (PwC) forecasts that Kenya will become the world’s fastest-growing internet advertising market in the coming years. The report projects that, over the next four years, revenue from Africa’s Entertainment and Media (E&M) industry will outpace the global average, driven by expanding internet access, improved broadband connectivity (4G and 5G), and a surge in mobile subscriptions across the continent.
According to the report, this trend was already evident in 2023, with the E&M sector experiencing notable growth in key African markets. South Africa saw a 15 percent increase, Nigeria 11.7 percent, and Kenya 5.8 percent – all exceeding the global average of 5 percent.
PwC attributes this growth to advancements in internet infrastructure and the rising consumption of digital content across Africa. The report anticipates that this momentum will continue through at least 2028.
Projected Market Leaders: South Africa, Nigeria, and Kenya
Over the next three years, South Africa, Nigeria, and Kenya are expected to remain the leading performers in Africa’s E&M sector. South Africa – the continent’s most developed media market – is projected to see its E&M revenue grow from US$16.1 billion in 2023 to US$19.8 billion by 2028, primarily driven by a surge in video streaming.
Nigeria’s E&M revenue is forecasted to rise from US$9 billion in 2023 to US$13.6 billion by 2028, with significant contributions from internet advertising, video games and e-sports, and video streaming. Meanwhile, Kenya’s E&M industry is expected to increase from US$3.8 billion in 2023 to US$4.8 billion by 2028, with internet advertising services serving as the primary growth driver.
Alignment with Broader Economic Analyses
These projections align with previous analyses conducted by the African Continental Free Trade Area (AfCFTA) Secretariat and the United Nations Development Programme (UNDP) in 2021, as well as the African Export-Import Bank (Afreximbank) in 2024. These studies identified digital, cultural, and creative industries – including software, video, film, music, and other digital content production – as among the most promising sectors for growth and value chain development across the continent.
Africa’s Competitive Advantage in E&M
Africa’s growing E&M sector is underpinned by several key advantages:
Demographics: A large and youthful population represents a robust consumer market for digital, cultural, and entertainment products.
Cultural Diversity: Africa’s rich and diverse cultural heritage serves as a strong foundation for the expansion of creative industries.
Creative Talent: The continent is home to a vast pool of talented artists, musicians, filmmakers, designers, and other professionals in the media and digital sectors.
Economic and Social Impact of the E&M Sector
The E&M industry is poised to deliver significant economic benefits to African economies. The sale of E&M products and services, both domestically and internationally, can generate substantial revenue while creating employment opportunities, particularly for young people.
Key job sectors include music, film, fashion, design, software development, digital marketing, advertising, and content creation.
Beyond economic gains, the entertainment industry plays a crucial role in preserving and promoting Africa’s diverse cultural traditions. It fosters a sense of community and strengthens social cohesion, particularly at a time when various regions of the continent are experiencing social fragmentation due to political instability and conflict.
As Africa continues to harness its digital transformation and creative potential, the E&M sector is set to become a vital pillar of economic growth and cultural influence on the global stage.